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Functional Beverage Company Karuna Revamps Recipes, Packaging As It Seeks Wider Distribution

October 19, 2018: 12:00 AM EST
Year-old beverage start-up Karuna is launching a redesigned brand and hopes to expand distribution over the next 12 months. The line features revamped formulation and packaging designed that highlights the products’ functional benefits, wholesome ingredients, and gut health-boosting prebiotics. The company’s six SKUs, which debuted last year in St. louis-area Whole Foods Market locations, have different ingredients to emphasize unique needs reflected in the flavor names: Boost, Focus, Pro-Fit, Empower, Rejuvenate, and Detox. Boost, for example, is a coffee blend made with black sesame and coconut. Other product ingredients include turmeric, coconut, cacao, chestnut, pear, oats, flaxseed, banana, cinnamon, black soybean, quinoa, flaxseed, mango, goji berry, lemon, red dates, grape, kiwi, watermelon, aronia berry, and mung bean sprouts. Each $3.99 12 oz. bottle – from 45 to 150 calories per bottle – is USDA certified organic and Non-GMO project verified.
Brad Avery , "Karuna Aims to Balance Flavor and Function with Rebranded Line", BevNET.com, October 19, 2018, © BevNET.com
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