Zevia

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Zevia
Type Private subsidiary
Industry Carbonated soft drinks
Headquarters Los Angeles, California, U.S.
Area served Worldwide
Website www.zevia.com

Zevia is a Los Angeles-based company[1] that produces zero-calorie soft drinks sweetened with stevia[2] and erythritol.[3] Zevia was founded by Derek Newman, Jessica Newman, and Ian Eisenberg.[4] Donald Thrasher was the company's initial Chief Operating Officer.[5] Zevia LLC was originally DrinkZevia LLC, which was based on a merger with Thrasher Beverage Corporation.[6]

Company history[edit]

Zevia was launched in 2007 as an alternative soda for those who want to avoid both added sugars and artificial sweeteners.[7]

Prior to 2009, Zevia was considered a “carbonated stevia supplement” as the U.S. Food and Drug Administration (FDA) had not yet granted stevia approved status as a food additive. In 2009, once FDA GRAS (Generally Recognized as Safe) status was given, Zevia became classified and marketed as a soda.[4] The product also contains no net carbohydrates and no fats.[8]

By the end of 2008 ACNielsen recorded that Zevia was the fastest growing natural product in the United States in terms of sales.[9] The company’s 2008 revenue was $925,000,[10] and the product was available in 850 stores.[11] In 2010, Zevia reported a 300% increase in same-store sales over 2009.[12]

The current CEO of Zevia is Paddy Spence, who bought Zevia in 2010 and became both CEO and chairman.[2][13][14][15] Spence attended Harvard College and Harvard Business School.[16]

In July 2012, Zevia ran billboard ads in support of New York City’s soda ban.[17] Paddy Spence appeared on CNBC to promote healthier soda alternatives.[18]

In May 2012, the product was the best-selling soda in Whole Foods.[2] By July 2013, Zevia was the number 17 zero-calorie or low-calorie soda in mainstream grocery stores, making it the only independent brand in the top 20. By the end of 2013, overall sales were over $60 million, and it was the 14th-best-selling diet soda.[19][20]

In late 2013, Zevia replaced their previous all stevia and erythritol sweetener with a mix of stevia extract, monk fruit extract, and erythritol, a blend that they call SweetSmart.[21][22]

As of 2014, Zevia is available in more than 16,000 stores in the United States, including Whole Foods, Target, Kroger, Safeway, Sprouts, and other grocery and natural food stores.[23][24][25][2][7][26] Zevia is also sold in Canada, Australia, Europe,[27] and Latin America, [needs update][28]

Zevia has been featured in several national publications, including O: The Oprah Magazine[29] and the Wall Street Journal.[30] As of 2014, the company produces fifteen different flavors including, Cola, Cherry-Cola, Dr. Zevia, Ginger ale, Lemon-lime Twist, Grape, Black Cherry, Cream Soda, Orange, Strawberry and Mountain Zevia.[31]

Ingredients and brand portfolio[edit]

Zevia contains stevia provided by Sweet Green Fields’ United States crops.[32] The soda comes in 15 flavors available in 12 ounce cans.[33] In April 2013, the company released six of their bestselling flavors in glass bottles including Cola, Cherry Cola, Cream Soda, Ginger Ale, Ginger Root Beer, and Grape.[34] The branding was designed by Shepard Fairey, who designed the “Hope” posters for the Barack Obama presidential campaign.[24]

References[edit]

  1. ^ "Company Overview of Zevia LLC". Bloomberg Businessweek. Retrieved March 30, 2012. 
  2. ^ a b c d "Declining Soda Sales Lead to Search for Holy Grail." Bloomberg Businessweek. Reporter Gigi Stone. Accessed April 24, 2013
  3. ^ Zevia (September 2011). "Zevia - The Sweet Story of Our Soda". Zevia. 
  4. ^ a b Andrea James (August 27, 2008). "Seattle-based Zevia selling all-natural, zero-calorie drink". The Seattle Post-Intelligencer. Retrieved March 30, 2012. 
  5. ^ http://www.zevia.com/history
  6. ^ http://kepler.sos.ca.gov/
  7. ^ a b "‘Soda’ No Longer Four-Letter Word For Diabetics Thanks To Culver City Company". CBS Los Angeles. March 9, 2012. Retrieved March 30, 2012. 
  8. ^ Natasha Turner (2011). The Supercharged Hormone Diet: A 30-Day Accelerated Plan to Lose Weight, Restore Metabolism and Feel Younger Longer. Random House. p. 124. 
  9. ^ Jeff Reynolds (November 2008). "Sunwin International Customer Zevia LLC Recognized as Fastest Growing Natural Product". Retrieved March 30, 2012. 
  10. ^ Bruce, Bill. "Zevia Lands Deal with Whole Foods." FoodBev.com. Apr. 29, 2009
  11. ^ Choi, Candace. "Cola holy grail: Great taste, no calories, no artificial sweetener.” The Seattle Times. July 26, 2012
  12. ^ "High End Optimism." BEVNET. Sept. 2, 2010. Accessed Apr. 24, 2013
  13. ^ "Zevia LLC Gets New Owners". BevNet. September 28, 2010. Retrieved March 30, 2012. 
  14. ^ Spence, Paddy. "How a Startup Can Succeed in a Mature Category." Harvard Business Review blog. Apr. 4, 2013
  15. ^ Tabaka, Marla. “Leave the Nest to Start Your Company? 8 Signs You’re Ready.” Inc. Magazine. Mar. 5, 2012
  16. ^ "Meet the Brand: Zeroing in on Zevia." Sprouts website. Accessed Apr. 24, 2013
  17. ^ Fulton, April. “Hold the Ice: Rhetoric Gets Hot Over New York’s Big Soda Ban.” NPR blog: The Salt. July 24, 2012
  18. ^ "Zevia CEO Fights for a Sugar Ban". CNBC. Retrieved April 24, 2013. 
  19. ^ "Zevia Says First Major Soda to Use Monk Fruit." BeverageWorld. January 14, 2014
  20. ^ [Klineman, Jeffrey. "Zevia Set to Unleash New Sweetener Mix." BEVNET. Dec. 18, 2013
  21. ^ Lopes, Marina. "Feature: A sweet Asian fruit tempts the troubled soft drink industry." Reuters. December 22, 2013
  22. ^ "Zevia reformulates soft drinks with new sweeteners." Beverage Industry. December 19, 2013
  23. ^ Maria Tabaka (March 5, 2012). "Leave the Nest to Start Your Company? 8 Signs You're Ready". Inc. Magazine. Retrieved March 30, 2012. 
  24. ^ a b Schussheim, Sarah. "How Zevia is Staking Its Claim as Fashion's Favorite Soda." Elle Magazine. July 15, 2013.
  25. ^ "Zevia Achieves Record-Breaking Quarter." BevNet. July 17, 2013
  26. ^ Watson, Elaine. "Diet soda in a funk? Not ours, says Zevia boss as he adds monk fruit to his zero-cal menu: Zevia could be a $1bn brand." Food Navigator. Jan. 9, 2014
  27. ^ http://www.thegrocer.co.uk/buying-and-supplying/categories/soft-drinks/zevia-brings-stevia-soft-drinks-to-uk/231385.article
  28. ^ Wilbanks, Carri. "Zevia Offers Healthier Alternative to Soda." Examiner. August 26, 2013
  29. ^ "Zevia Natural Zero Calorie Soda". Oprah.com. Retrieved March 30, 2012. 
  30. ^ ANJALI ATHAVALEY (April 30, 2009). "Foamy Drinks with Flavor". Wall Street Journal. Retrieved March 30, 2012. 
  31. ^ Dennis Askew (March 19, 2012). "The Coming of Age of a New, Healthier Sweetener (OTC:STVF)". Smallcap Network. Retrieved March 30, 2012. 
  32. ^ Sweet Green Fields press release. “Sweet Green Fields Selected by Zevia Natural Soda as Exclusive Stevia Provider; All Stevia Will Be Grown in U.S.” March 28, 2011
  33. ^ Shee, Adelina. "Zero Calorie Zevia." 303 Magazine. Dec. 23, 2012
  34. ^ Rothman, Max. “BevNET TV: Zevia Launches Glass Bottles at Expo West.” Mar. 15, 2013

External links[edit]