Skinny Nutritional Corp. (SKNY) and the New Beverage Consumer
As a consumer, it’s almost impossible not to recognize the explosive growth of what is sometimes referred to as the functional beverage market. It’s a name that points generally to the new wave of water-based health drinks filling up grocers’ shelves that contain vitamins, minerals, and all sorts of other good stuff to help your body, with hopefully fewer things that are bad for you.
Such enhanced beverages have been leading the growth of beverage consumption in the U.S., reflecting a sea-change in the way that consumers view what they drink. The traditional idea of “make it sweet, make it cheap” has given way to new demands for beverages that do something more than add to America’s health crisis. The new buyer is both weight conscious and health conscious, and it’s this ingredient-savvy market that Skinny Nutritional is grabbing with its Skinny Water and related Skinny brands.
Skinny Water, unlike many of its competitors, contains no sugar, no sodium, and no preservatives or artificial sweeteners. What it does contain is 100% natural flavorings that have been another important factor in capturing consumers, with flavors like Acai Grape Blueberry, Peach Mango, Mandarin, Raspberry Pomegranate, Orange Cranberry Tangerine, Lemonade Passionfruit, and others. The Raspberry Pomegranate flavor also contains Super CitriMax (hydroxycitric acid or HCA), a clinically-tested weight-loss ingredient, plus a healthful blend of calcium and potassium.
Skinny Water is now available at major retail outlets around the country, including CVS and Target, and is carried by approximately 15,000 retail locations. The company is continually expanding its offerings, establishing Skinny as a formidable brand, and also holds trademarks in the snacks and meals category. Taste, branding, and pricing of the products are all important components of Skinny’s competitive strategy. Besides consumer-capturing flavors and strong branding, the company works hard to ensure that the price for their products is competitive.
For additional information, visit the company’s websites at www.SkinnyWater.com
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