⚡ Zooming In On ZOA

Dwayne “The Rock” Johnson’s ZOA has fallen behind energy drink category competition, but that hasn’t shaken the faith of Molson Coors Beverage Company. In fact, the beverage giant, upped its stake in the brand last fall and still sees it as a key pillar to its non-alcoholic Beyond Beer strategy. Although retail sales fell -37.1% in 2023 (according to Circana), the first quarter-and-a-half of 2024 has given us a sense of what a renewed focus on the brand looks like.

Speaking at The Beverage Forum 2024 in California earlier this month, Molson Coors president and CEO Gavin Hattersley admitted to a number of missteps ZOA made out the gate, from launching in the wrong pack size (16 oz. cans versus the current 12 oz. offerings) to breaking the golden rule of brand building by scaling too quickly.

Now, the company is keeping those learnings close. Become an Insider to learn more about ZOA's renewed plans and approach to growing within the crowded category.

Actress Kristen Bell announced today she has joined PLEZi, the kids drink brand co-founded by former First Lady Michelle Obama, as an investor and brand partner. 

📣 The “Frozen” actress will be tasked with leveraging her platform to spotlight PLEZi’s products and arm parents with nutrition information – such as concerns around added sugar or the benefits of added fiber.

👀 Bell is no stranger to CPG; she is the co-founder of This Bar Saves Lives, a granola bar company that donates lifesaving malnutrition packets to children in Haiti, South Sudan, Ethiopia, and Somalia for every bar sold. She also contributed to cottage cheese maker Good Culture’s $64 million Series C funding round in 2022. 

💭 “Kristen Bell is a perfect match – she shares our deeply held vision of doing whatever we can to help parents raise a healthier generation of kids. She’s passionate, genuine, and funny, too,” Obama said in a statement. 

Read the full story to learn more about the partnership and what PLEZi has in store for the remainder of 2024.

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