#155: Beverage Innovation with Kyowa at SSW 2024 - Lou Ferrer (MacroCap Labs) & Darin Decker (Applied Nutrition)

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Live from the Kyowa Hakko USA booth at Supply Side West 2024 in Las Vegas, Mike and Ben sit down for a functional beverage roundtable featuring Lou Ferrer (MacroCap Labs) and Darin Decker (Applied Nutrition USA).

MacroCap Labs is a dietary supplement manufacturer that has aggressively moved into the canned beverage industry — they’re the ones responsible for canning the wonderful XPO NRG drinks that were on display at the expo. Applied Nutrition needs no introduction in this space, but Darin joined us just before the exclusive AN Performance launch at The Vitamin Shoppe.

This is a follow-up to the previous Kyowa discussion at SupplySide West 2023, #118: Ghost, Glaxon, & Cellucor on Branded Ingredients: Kyowa Panel at SSW 2023.

The conversation highlights the shift in consumer preferences towards products with research-backed benefits, citing the decline in alcohol sales and the trend of more conscious consumption decisions. The panelists emphasize the role of education and access to information in driving this change, with Darin sharing the impact of resources like Ben’s content in educating the market.

The discussion then explores the challenges and trends in beverage manufacturing, with Lou providing insights on the need for simplicity and consistency in formulations. The panel also delves into the strategies for market penetration, with Darin emphasizing the significance of distribution, influencer marketing, and providing acute sensations and benefits to consumers.

Quality control and ingredient stability emerge as crucial factors, as the panelists underscore the importance of ensuring a consistent experience to build long-term consumer loyalty.

https://blog.priceplow.com/podcast/kyowa-hakko-beverage-panel-ssw-2024

Video: Lou Ferrer and Darin Decker Dig Into Functional Beverages

https://www.youtube.com/watch?v=3HY9F5H2lts

(00:00) – Introduction and Collaboration
(02:15) – Consumer Shift Towards Functional Ingredients
(05:45) – Education and Access to Information
(08:45) – Consumer Identification and Community
(12:45) – Influencer Marketing and Consumer Awareness
(16:00) – Challenges and Trends in Beverage Manufacturing
(19:45) – Distribution Strategy and Market Penetration
(25:00) – Quality Control and Consistency
(31:00) – Closing Thoughts and Future Prospects

Where to Follow Darin and Lou

Thanks to Kyowa Hakko USA for hosting, and to Lou and Darin for joining us in our second annual get-together! You can listen to our conversation from 2023.

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