“Funkadelic” start-up launches bottle-free kombucha premix
25 Mar 2020 --- US-based start-up Qula has launched its same-named kombucha ready-to-mix (RTM) beverage packed with live probiotics and hydration-boosting minerals in “some seriously funky packaging.” With its “put down the bottle, drop a tab” message, the company encourages consumers to brew their own soda drinks via the fizzy tablets both at home or on-the-go while eliminating single-use plastic bottles usage from the get-go.
The company scoped up four artists across the globe to design the front of each of its four packs. These were designed to match the color palettes and moods associated with each flavor, naming its blood orange and rosemary flavor “Orange Mamba,” and mango and pineapple “Uprise.” The “Queen of Roses” contains guava and rose, while raspberry and cucumber gives every sip a taste of “Pink Sunshine.”
Ultimately, the vibrant illustrations aim to capture the essence of each of the “artisanally crafted” flavors, portraying both “funkadelic” and “namaste” moods. The design was a collaborative effort between Qula’s Creative Director Nathaniel Hunt and New Zealand designer Tim Gibson.
The "Queen of Cups" design was created by Lan Truong, an illustrator based in Portland, US. When purchasing a Qula product over conventional kombucha drinks filled in plastic bottles, consumers are lured by grappling buzzwords such as “planetary health” and “plastic waste reduction.” This is one of the many examples of how companies use “The Language of Environmental Sustainability,” pegged as No. 1 of Innova Market Insights’ newly released packaging trends, to evoke a sense of environmental responsibility in individual customers.
Indeed, Qula highlights its 92 percent lighter carbon footprint as a result of disposing of any initial plastic containers. Arriving in both 6- and 24-pack variants, the tablets are stored in heat-, moisture- and light-resistant packaging. However people are encouraged to keep the packages out of direct heat and light to be “extra safe.”
“Gr8 4 your Body & the Planet”
The newly launched fizzy soda alternative taps into the sugar reduction trend by containing less than 1 g of sugar per 12 oz serving. The balance of potassium, sodium and electrolytes help boost hydration, matched with matcha green’s potent, natural antioxidant epigallocatechin gallate (EGCG). Likewise, the high level of L-theanine, which naturally occurs in matcha green tea, maintains prolonged periods of energy and focus.
The RTM kombucha tabs also contain the probiotic Bacillus subitillis, which has been clinically proven to assist exercise recovery with at 6 billion live probiotics at daily consumption. Innova Market Insights data indicates that the use of probiotics in food and beverage launches is increasing globally, featuring a 38 percent year-over-year growth when comparing 2018 and 2017 launches.
Moreover, Qula also significantly improves blood glucose and blood triglyceride levels compared to placebo after consuming the probiotic for 20 days. According to Innova research, Energy/Alertness ranked first with 37 percent in the top five health positionings of food and beverage launches tracked with energy ingredients (Global, 2018). This was followed by Sports & Recovery (29 percent) and Sugar-Free (18 percent).
By Anni Schleicher
