Spindrift, a line of sparkling beverages made with real squeezed fruit, has unveiled new packaging that conveys its core mission of “real,” which will roll out to stores and foodservice outlets beginning in August.
“Spindrift was founded six years ago on one simple idea: take fresh juice, squeeze it and make the single best sparkling beverage possible,” said Bill Creelman, CEO and founder of Spindrift, Waltham, Massachusetts. “We were the first to directly challenge the market with fresh ingredients, and with so much evolution in category, it is now more important than ever to communicate our unique use of real fruit in our package design.”
The new labels put fruit at the forefront of the packaging, with rendered watercolors against a white backdrop. The colors of each of the fresh squeezed fruits inside is used. Spindrift’s message is simple–real fruit plus bubbles plus water–and the new design better conveys that.
“The sparkling water space is full of confusing concoctions and devoid of real. People have 45 seconds to choose their beverage while looking at a wall of options, and we are excited to have such a simple proposition,” said Strick Walker, CMO. “The new design simplifies the process so that consumers can immediately understand what’s inside the package.”
Spindrift beverages are found at Target and Trader Joe’s nationally as well as select Costcos, Whole Foods Markets and specialty grocery outlets.