Navigating Natural and Organic: David Freeman, H2Coconut
The natural and organic industry is continuously growing and shifting, with new trends, regulations, products and practices being introduced into market everyday. How does one keep on top of it all? Naturally Good has you covered, as we speak to industry professionals and experts on the hottest topics and trends, business practices and solutions, and what’s happening in the natural and organic industry.
Confident coconut water had the potential to grow far beyond a ‘fad’ beverage, David Freeman, Founder of CEO of H2Coco, envisioned the drink to be the next leading beverage category. So in 2008, he launched a packaged long life coconut water range into a market, which has now seen the category continually grow across the globe and placed H2Coco as the dominant product in Australia and New Zealand.
David lets us in on the inspiration behind the successful brand and their plans for the future, as well as giving us insight into the increasing popularity of the ‘healthy’ beverages sector and what we can expect to see in the coming years.
What is H2coco’s vision for ‘healthy’ beverages?
Our vision is a healthier fridge and pantry in every household and we will help achieve this by empowering people’s lives with convenient better for you beverages.
In 2020 we have a big push towards functionality so you will start seeing our ranges get upgraded to include various functionalities from beauty, gut health, protein, energy and more.
What advice can you give retailers looking at improving its ‘healthy’ beverages range?
Consumers are wanting more out of their purchase, so they are continuing to look for healthy convenience with added benefits or functionality. I urge all retailers to talk to their suppliers or even us and find out about the future and what consumers are willing to pay a premium for.
What’s next in ‘healthy’ beverages?
So much to answer here, the beverage category is currently in the gut health (pro, pre and post biotic) phase in consumer demand but I see a big trend leading towards Collagen, Keto Diet and meal replacement ranges including drinking soups, drinking meals, nutrient and protein rich meal replacements.
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