Dive Brief:
- Ocean Spray has debuted a cranberry-infused water dubbed PACt, which the company says contains a rare ingredient that helps purify the body.
- The grower cooperative is putting its marketing muscle behind a campaign aimed at convincing consumers that proanthocyanidinsis, or PACs, which are elements found in cranberries, allows the body to flush away harmful bacteria.
- PACTt, sweetened with agave, stevia, and monk fruit, is available now at grocers in California and Nevada. Ocean Spray plans a nationwide rollout in 2015.
Dive Insight:
No one is predict that proanthocyanidinsis will be the next probiotics ... yet. But no one with any sense would bet against Ocean Spray when it comes to innovation. As we noted in our look at the most interesting cooperatives in the food industry, the cranberry giant has a "consistent ability to innovate at a rate that bests anything in the corporate world." It was Ocean Spray, after all, that gave us the first juice blend (1963) and the first juice box (1983).