Better-for-you beverages: Silly Juice eyes naturality with new flavors line

05 Aug 2020 --- Silly Juice, a new juice portfolio that uses cane sugar instead of high fructose corn syrup, has debuted online in six different varieties. Tapping into the burgeoning better-for-you beverage market, company CEO, Keith Davis, tells NutritionInsight how consumers seek “real” ingredients in their drinks alongside transparency on the label.

“While there are many juices on the market today, Silly Juice stands out for its originality in flavors, use of natural ingredients and family-focused founders,” he says. Notably, the company marked its entry into the marketplace by selling out within four hours of launching its direct-to-consumer website, shipping worldwide.

“Silly Juice contains sugar, however, our consumers are looking for real ingredients in their products. We create products with natural ingredients that consumers are asking for and give them truthful labeling they need to make informed decisions for their own families,” Davis explains.

The new beverage line offers a collection of “refreshing twists on classic juice flavors” that are made with 2 oz of real fruit juice per 10 oz serving and do not contain high fructose corn syrup or added colors. The juices are also low in sodium, gluten-free and non-GMO. 

The six new flavors include:

• Cool Blue Freeze: A blend of blueberry, apple and lemon.
• Orange Cream: A savory burst of creamsicle flavor.
• Red Apple Cherry Blossom: A rich combination of apples and cherries.
• Pink Strawberry Swirl: A swirl of strawberry, apple and cherry to create a hint of cotton candy tang. 
• Watermelon Fruit Punch: A refreshing mixture of watermelon, apple, lemon, cherry and pineapple for a burst of fruity flavor.
• White Grape Burst: A crisp white grape taste profile that provides a silly, yet extraordinary flavor experience.

Silly Juice founders developed juice flavors they “would have loved to drink as children.” Healthier beverages for the win
As consumers become increasingly adventurous with their food choices, F&B products have evolved to include new hybrids and unusual combinations. In line with Innova Market Insights’ number seven trend for 2020, “Hello Hybrids,” highlighting that consumers are highly receptive to hybrid products. 

According to the market researcher, there is ample opportunity for blending specific ingredients and category fusions, creating innovative beverages as the demand for genuine novelty continues to grow. 

A push for healthier juices and juice alternatives has been spurred by concerns of too much sugar added in beverages, leading to sugar taxes that could reduce consumption while prompting speedy reformulation.

In this space, Health-Ade Booch Pop blended kombucha with gut-friendly ingredients, such as prebiotics from cranberry husks and seaweed-derived minerals, to tap into the booming functional beverages trend. Meanwhile, NutritionInsight’s sister platform FoodIngredientsFirst recently spoke with Döhler, who observes how natural trends are pushing demand for vitamin-fortified juice and reduced-sugar beverages as they are closely linked with health and wellness.

By Anni Schleicher