Doesn’t it seem every beverage category is not what it used to be…as consumers are drinking up beverages that have benefits beyond just quenching their thirst. Even the largest (most sacred) packaged beverage categories are no longer safe…as carbonated soft drinks volume have been declining for much of the last decade. Consumers continue to move closer towards this four-way intersection of taste, convenience, nutrition, and functionality. And functional sodas…that often have a focus on adding prebiotics, plant fiber, or botanicals to support gut health, fit right squarely in the middle of that! What has always made this emerging category so intriguing to me stems from the fact that consumers can make a healthier choice without really changing a lot of their typical behavior. That’s a slam dunk in my world, but this story isn’t only being told by functional soda brands like Olipop and Poppi. In fact, I believe I’ve found the hidden gem of the entire category. And in the episode, I’ll be chatting with the co-founders of Mayawell…Vicente Reyes and Oliver Shuttlesworth. Beyond sharing some founding story details, we discuss the inspiration for the Mayawell product composition and why that differentiation is an important foundational pillar. We also talk frankly about the early ups and downs that startups face when operating within nascent beverage categories. And why marketplace maturity sometimes provides the clarity needed to make bold branding adjustments that bring the entire strategic narrative to life. Moreover, we breakdown the functional soda categorical evolution that now sees Mayawell (and others) taking closer aim at Big Soda. But these are just a few of the fascinating topics within our recent conversation…

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