📚 AFcioNAdo Wants To Tackle “Underdeveloped” NA Categories

Founders of CPG brands in emerging categories have one major obstacle (besides funding, of course) when it comes to securing distributor and retailer buy-in for a new category: education.

Case in point: The growing contingent of non-alcoholic spirit alternatives and THC drink brands who, while still dealing with regulatory uncertainty, can feel like they’re facing an even more arduous uphill climb when convincing hesitant major distributors to dedicate truck or shelf space to their products.

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Private equity studio Next In Natural is turning up the volume on its portfolio with the acquisition of sparkling tea brand Sound. 

🎶 Founded in 2015 by Salim Najjar and Tommy Kelly, Sound produces a line of sparkling botanicals and teas. Its current canned iteration debuted in 2021. According to Next In’s announcement, Najjar and Kelly will continue to work with the brand.

🎤 Next In CEO Jeff Lichtenstein has been named Chairman of the Board at Sound “to assist with strategic guidance,” the company announced this month. Lichtenstein’s experience includes work with brands like Chobani, Stumptown and Hu.

➕ Make Some Noise: Sound had been quiet on social media since last fall and consumers have reported out of stocks for the brand across various channels, but as of today Sound is officially back on sale via its website.

Go Deeper: Sound Makes Push into Sparkling.

Jacqui’s recap of the recently held Vegan Women’s Summit spurs a conversation about consumer perception of plant-based food and meat alternatives, in particular. We also sit down with Dr. Farnoush Fadavi, the co-founder of Bala Enzyme, an innovative brand of plant-based drink mixes developed to speed recovery and reduce inflammation.

Listen to the latest episode here.

• Details on the new brand to launch from Seedlip founder's NA beverage venture studio
• Insight into Target's latest move to help consumers save at checkout

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