Ocean Spray Cranberries has debuted Atoka, the company’s first new brand, as it lines up the release of a range of products through its new Lighthouse innovation incubator.
The plant-based Atoka portfolio consists of three beverages lines: Tea Tonics, Oatmilk Elixirs and Herbal Shots.
Each comes in three herbal blended flavours: Herbal Blend 01, with cranberry, guayusa, ginseng and ginger; Herbal Blend 02, featuring elderberry, reishi, rosehips, ginger and spices; Herbal Blend 03, containing dark cherry, chamomile, hops and ginger; and Herbal Blend 04, with cranberry, linden flower, lemongrass, orange peel and ginger.
Ocean Spray said the Lighthouse incubator is its way of building innovation from within the cooperative.
“Our Lighthouse incubation team is set to tackle the most interesting challenges we face as a food and beverage industry today and position Ocean Spray at the forefront of change,” said Rizal Hamdallah, global chief innovation officer at Ocean Spray.
“Atoka is the first new brand to be incubated here in Boston at the Lighthouse, indicative of our emphasis on an intensely innovative, agile approach to product development and cultivating a culture of innovation throughout the organisation.
“Atoka brings Ocean Spray into an entirely new category of wellness drinks, including a variety of oat milks, tea tonics, and herbal shots offered in different herbal blends.”
Santi Proano, head of the Lighthouse Incubator, added: “The Lighthouse incubation team is uniquely structured with strong entrepreneurial talent filling key positions and designed to push boundaries, and through that process we’ll continue learning. We are committed to accelerate innovation within only five months from idea, test and then market launch.”
Atoka is launching in Boston area and the plan is to roll out the range across the US in January 2020.