CAPSA FOOD makes its first foray outside the dairy business
The dairy company taps into the functional beverage market with the help of RAW SUPERDRINK
In the framework of the 2017-2020 Strategic Plan, and in its commitment to the search for new businesses, CAPSA FOOD has entered the first round of capital financing for RAW SUPERDRINK, a start up led by entrepreneur Ruben Gonzalez, an expert in the sector of non-alcoholic beverages with shareholdings in products such as Monster Energy and Vita Coco.
RAW SUPERDRINK is the first organic isotonic on the market in the world and has been developed from a formula that provides hydration as well as functionality to new-generation consumers in their daily lives. This super-hydrating drink contains new ingredients known as “super fruits” such as Baobab that make the difference because of their active components. RAW is a “clean hydration drink” as it does not contain any added sugars, artificial sweeteners or artificial ingredients. It is also organic, low in calories and contains no gluten.
It plans to connect the values of the product, meeting the demands of consumers, who identify with a healthy lifestyle and love sports and organic products. The brand has therefore partnered with leading brands in the world of sports, action sports and e-sports, seeking to offer great emotional value and a new way of consuming an organic beverage that is available to all consumers.
CAPSA FOOD will offer this project support in product distribution in certain channels, focusing mainly on hotels for 2019. In the words of José Armando Tellado, CEO of CAPSA FOOD “We aim to diversify CAPSA’s business by looking for new opportunities for growth and that is why we support innovative initiatives, providing our experience and support to get the product to consumers. CAPSA FOOD is convinced that this project will provide value through differentiation from healthy eating, the strategic focus of the company’s CSR.” He adds “CAPSA will continue to deepen business diversification in 2019 to continue promoting the company’s growth.”
This drink is available in 500 ml format and in four flavours: lime-lemon, tangerine, strawberry-mint and blueberry-acai, focused on different types of consumers in the sports environment who are concerned about clean hydration. This product is currently available at El Corte Inglés and Eroski Supermarkets, as well as at local shops in Barcelona, where it started its journey. It can also be purchased online through its website (www.rawsuperdrink.com).
In its rapid expansion plan, RAW aims to participate in the vending machine, travel retail and foodservice channels, as well as in international markets including France, Germany, the Netherlands and the United Kingdom where negotiations are currently progressing. In order to finance this international expansion, RAW will launch a round of financing in the coming weeks that is open to new investors.