Tohi Ventures seeks to harness aronia berry's health properties in antioxidant-rich beverages

27 Sep 2018 --- Tohi Ventures, a Kansas City-based healthy lifestyle brand, has introduced a line of four Aronia Berry-based functional beverages. Tohi is non-carbonated and naturally low in calories, with no added sugars and just a hint of Monk Fruit for sweetness. The beverages contain 30 percent single strength Aronia Berry juice and are available in four flavors: Original, Blackberry Raspberry, Dragon Fruit and Ginger Lime.

Tohi beverages are packaged in eco-friendly, 12-ounce slim aluminum cans, available for purchase on Amazon.

Aronia Berries are native to North America and are traditionally used for both their nutritional value and for medicinal purposes. Boasting a high antioxidant count, the low calorie, high fiber Aronia berry beats out nearly all other berries, including blueberries, cranberries, acai berries and pomegranates with their exceptional free-radical fighting power, according to a 2007 USDA study.

Awareness of Aronia Berries is growing, buoyed by overall consumer interest in phytonutrients, plant compounds that have beneficial effects on human health.

Tohi sources Aronia Berries directly from growers in the US Midwest. The company was founded by Shari Coulter Ford and Elma Hawkins.

“We are advocates of a nutrition first approach to wellness,” says Coulter Ford, who is also the company’s CEO. “We are pioneering innovation around our core ingredient, with the goal of optimizing the nutritional value and potential health benefits of Aronia Berries in our products. We believe Aronia is a break-out category.”

Tohi was named a finalist for the seventh annual SupplySide CPG Editor's Choice Awards in the Functional Beverage category. Finalists were selected by the SupplySide editorial team for achievements in innovation and market impact.

"Tohi is the perfect blend of science and nature, flavor and functionality. The polyphenols and anthocyanins in Tohi beverages are naturally derived from Aronia Berries, which have been scientifically studied and linked to significant health benefits," says Hawkins.

According to the founders, Tohi beverages are attracting the attention of collegiate and professional sports teams, including Iowa State Football.

“I've reviewed the clinical and academic research citing the health benefits of Aronia Berries, especially relative to sports performance. Tohi created a ready-to-drink beverage featuring Aronia Berries that's perfect for our Fueling Stations. We also appreciate that Tohi buys from Iowa-based Aronia growers so we're supporting the local farmers,” says Erin Hinderaker, Sports Dietitian at Iowa State University (MS, RD, LD, CSSD).

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