KeVita Inc., Oxnard, Calif., says it has applied its probiotic expertise to a new line of kombucha drinks. New KeVita Master Brew Kombucha debuted in September in Safeway stores nationwide and select Whole Foods Market regions. It is available in six flavors: Ginger, Grapefruit, Lavender Melon, Pineapple Peach, Raspberry Lemon and Tart Cherry.
"While kombucha stems from ancient Chinese recipes, this extension marks the next frontier for KeVita,” says CEO and Co-Founder Bill Moses. "KeVita Master Brew Kombuchas are for the consumer looking for a more powerful flavor profile, as compared to the light refreshment of our current KeVita Sparkling Probiotic Drinks. We're confident that these new bolder profiles will attract and inspire a new range of consumers to take control of their personal health and wellness."
Compared to the leading market brand, KeVita says new KeVita Master Brew Kombucha offers twice the amount of probiotic culture, 33% fewer calories and five times the amount of organic acids. Most importantly, KeVita says it utilizes a multi-stage filtration process. This ensures quality as well as alcohol and calorie compliance in every bottle, which has historically been a challenge for other brands in the kombucha space.
"We were able to apply the functional beverage knowledge and probiotic expertise that we have from KeVita to this new line," says Vice President of Marketing Bill Lange. "This put us in the perfect position to develop a rich, balanced kombucha that we feel will have crossover appeal—from the already devoted kombucha drinker to a new, more mainstream audience."
Lange further points out that Master Brew should appeal to men as well as women.
"It is just as important for men to get their daily dose of probiotics as it is for women. Along with the bolder flavors we wanted to offer a more handcrafted, gender neutral style to the label and branding."
KeVita Master Brew Kombucha drinks also are low calorie, certified USDA Organic, gluten-free, non-GMO Project Verified and vegan.