‘They’re very completely different shoppers. There’s solely a 4% overlap’


Talking to FoodNavigator-USA after Bolthouse introduced plans to amass Evolution Recent from Starbucks for an undisclosed sum in a deal anticipated to shut later this 12 months, Bolthouse Farms chief buyer officer Phil Kooy stated the model (manufactured in-house at Rancho Cucamonga, CA) was “performing fantastically.

“The final 52 weeks are up near 40%. Evolution Recent is the quickest rising beverage model within the tremendous premium beverage house, and so we’re tremendously excited to have the ability to associate with them to additional speed up progress.”

Evolution Recent and Bolthouse Farms: ‘They’re very completely different shoppers. There’s solely a 4% overlap’

Analysis means that Evolution Recent and Bolthouse (a contemporary meals enterprise specializing in premium juices, smoothies, dressings, practical pictures and packaged carrots) have distinct client bases, stated Kooy. “Yeah, from our analysis proper now, they’re very completely different shoppers. There’s solely a 4% overlap, which is fairly unimaginable by way of how distinct they’re.

“We do not have an entry into chilly pressed and natural proper now, in order that’s why we’re actually excited as a result of it is the right complement to our present portfolio.”

Phil Kooy: ‘Evolution Recent is the quickest rising beverage model within the tremendous premium beverage house…’ Picture credit score: Bolthouse Farms

Goodbye 1915, hi there Evolution Recent, ‘the crown jewel of the class’

Whereas Bolthouse Farms had made strikes into the super-premium section of the class with its 1915 premium natural chilly pressed juice model, launched in 2016, this was dropped in early 2020.

The Evolution Recent model (which was launched within the mid-Nineteen Nineties), nonetheless, is “the crown jewel of the class proper now,” ​claimed Kooy.

“Within the case of 1915, it was natural, it was chilly pressed, and it was an identical proposition, however it’s actually tough to construct a brand new model. Starbucks ​[which acquired Evolution Fresh in 2011 for $30m] has carried out an excellent job of stewarding the model over the previous variety of years.

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