Buzzy Wellness Beverages Fend Off Brand Copycats
Photo Credit: A man is shown drinking a beverage. Wellness beverage brands are contending with new rivals entering the space. Unsplash / @leaboehland
Skift Take
It’s no surprise that companies want to replicate the success of popular wellness beverages like Recess and Oatly. But considering how much brand recognition each of those companies has already built up, it’ll be hard for newcomers to find a way to the top.
The upside of creating a drink so in demand that it’s covered by media outlets ranging from niche food blogs to The New York Times? Major sales. The downside? Pesky copycats.
That’s been the experience of Recess, a CBD and adaptogen-infused sparkling water brand. Recess launched in late 2018, when public interest in CBD oil was suddenly booming, and it has plenty of good press clippings to show for it.
Fast forward to today, and already the brand is contending with new rivals, including Canada-based Daydream, which is also looking to capitalize on the CBD-meets-sparkling water momentum. One of the major concerns for Recess is similarities in packaging — these brands all aim to give off a calming vibe, meant to evoke the escapism you feel when sipping the drink. Thus the similar look of the products could cause brand confusion.
On the other hand, Recess has built up a loyal community since its launch. So much so that CEO Benjamin Witte has said that fans sometimes send th
