INDUSTRY LEADERS • TRENDS • BEVERAGE • CUISINE • CHEF • RESTAURANT • HOSPITALITY
ICING SMILES IS EXCITED TO ANNOUNCE THE FIRST EVER “SUGARTHON” A VIRTUAL FUNDRAISER AND VARIETY SHOW
Thursday, May 20th, 2021 HOSTED BY: Chef Charity FEATURED PERFORMERS: Brian Vander Ark of The Verve Pipe, Splash Animals, Big Bad VooDoo Daddy, Justin Willman, Brandon Louis CAKE INDUSTRY TALENT: Sylvia Weinstock, Joshua John Russell, Jacques Torres, Mike Elder, Ashley Holt, Anne Heap, Adriano Zumbo, Elissa Strauss for more information visit WWW.ICINGSMILES.ORG/SUGARTHON-2021
APRIL 2021 COVER IMAGE Alexandra Galindez, CEO of ROAR PUBLISHER MICHAEL POLITZ Michael@fb101.com EDITOR-IN-CHIEF LAUREN KANE Lauren.Kane@fbmagazine.com EDITOR AT LARGE JENNIFER ENGLISH SpiritsKitchen@gmail.com NATIONAL SALES DIRECTOR COLLIN MILLINGTON Collin@fb101.com NATIONAL SALES MANAGER JEFF TIMM Jeff.Timm@fbmagazine.co NATIONAL SALES MANAGER RON STERN Ron.Stern@fbmagazine.co DIRECTOR OF PROGRAMMATIC SALES BARB ROGERS Programmatic@fbmagazine.com PODCAST ENGINEER BRAD JONES Brad@marque.media CORPORATE EXECUTIVE CHEF KEVEN LEE Info@chefkevenlee.com GRAPHIC DESIGN INTERN CHRISTOPHER BURKE Chrisburke.email@example.com CONTRIBUTING EDITORS LAUREN MCINDOO MICHELE TELL TARRY HART KAIULANI DELGADO MATT FROHMAN VEDO PITNJAKOVIC DEBBIE HALL We honor and remember the support of Chef Kerry Simon, Gary Cantor, Robin Leach, Chef Paul Prudhomme, & Gary Coles
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ROAR Organic’s brand restage gives consumers the complete package. By Debbie Hall
Consumers have enjoyed ROAR Organic beverages for over eight years as an organic hydration solution, and ROAR has quickly become a favorite in households across the country thanks to the hydration beverage’s delicious taste, low-calorie and low-sugar health proposition. This year, the brand will showcase its new direction under the guidance of Alexandra Galindez, the brand’s CEO and leader. Galindez, an industry veteran plans to bring heart, soul, and hydration to consumers nationwide with a new brand direction. She is a powerhouse with a rich background in beverage brands and brings her expertise and unique background to ROAR Organic beverages as their RTD beverages and powder sticks hydrate the world. Upon joining the brand, Galindez recognized that ROAR had a unique opportunity to give customers a beverage that more closely matched their lifestyles as a complete solution in a bottle. She had a vision for what ROAR could become: a beverage that not only provided a delicious, low-calorie hydration option but also supplied the essential vitamins, antioxidants, and nutrients that many Americans were missing in their daily diets. Galindez led the team in reformulating the ROAR brand’s promise of “Complete Hydration” to encapsulate her new vision. Under her new direction, the ROAR formula remains gluten-free, vegan, and keto-friendly but also now offers 100 percent daily value of energy vitamins B5, B6, and B12; 100 percent daily value of antioxidant vitamins A, C, and E; and electrolytes from coconut water. What was once a beverage focused primarily on low-calorie hydration now filled multiple roles for consumers. Ready-to-drink ROAR beverages come in four delicious flavors: sunny, tropical Mango Clementine; crisp and
refreshing Cucumber Watermelon; juicy and sweet Georgia Peach; and tart and mellow Blueberry Açai.
natural boost for their bodies. It’s been remarkable to see.”
Each bottle of ROAR is made with premium, USDA-certified organic ingredients and pairs familiar fruits with more exotic flavors for a unique drinking experience. Additionally, each bottle of ROAR contains only two to three grams of sugar per bottle, measuring only 20 calories per bottle. ROAR contains no artificial flavors or coloring.
The reformulated beverage is now the perfect complement to a busy lifestyle as a one-stop hydration and wellness solution,
“We’ve seen consumers really gravitate toward the various benefits ROAR offers,” Galindez points out. “Some love the hydration potential, while others are looking for an organic treat. Just as many use ROAR as a way to supplement their own wellness routines, relying on the product’s vitamins and antioxidants as a
“The usage occasions really grabbed us as we dove into the data. Some people use ROAR to rehydrate after a workout, but others use it as an on-the-go solution or something to sip throughout the workday. It’s really a one-size-fits-all beverage,” she says. In looking deeper at the data around ROAR’s consumers, the brand found its target market was comprised of about 70 percent women. Feedback from its consumers indicated that they are most interested in drinking
healthy products that provide the nutrients and vitamins needed to maintain a busy lifestyle. As the brand continues to build, the ROAR team is constantly fine-tuning what it means to be a ROAR consumer, a global citizen, and a “complete” human being. ROAR has a clear mission to celebrate the whole consumer by providing clean, hard-working beverages that make wellness convenient, effortless, and empowering. According to Galindez, this mission statement is the brand’s guiding light and serves as the brand’s ethos. “I’ve always believed that consumers become loyal to brands with a strong sense of purpose,” says Galindez. “We’ve all seen fad brands come and go, but the ones that last are the ones that have a clear intention. Ours is to empower individuals to be their ‘whole and complete selves.’ Galindez has been building beverage brands since 2001 when Red Bull created the energy category in the U.S. At the time she was hired, Red Bull was not available anywhere. The brand was the first of its kind and essentially created the energy drink category. Building on her experience as a marketer at Red Bull, she developed strategies for other products and used the expertise she built at the Red Bull brand throughout her career. Working at Red Bull taught Galindez the power of disciplined brand strategy. As a rising brand, Red Bull had an edge that needed to be preserved; her team clearly defined how the brand would show up in the marketplace and stringently evaluated sales and marketing opportunities to determine if they would fit the Red Bull brand. Even if the opportunity was the “shiniest,” most “quick-win” type of opportunity, it was turned down if it did not pass the Red Bull brand guidelines. “That discipline made Red Bull what it is today,” confirms Galindez.
Eventually, she would join the launch team at VitaminWater and SmartWater, developing their stories and marketing programs that would compel customers to try an enhanced water beverage, an entirely new beverage category at the time. “We’re just scratching the surface with the hydration and wellness support ROAR can offer its consumers, and I’m excited to see where we’ll go next,” says Galindez. “Above all, we are looking to create delicious, effortless products to help our consumers feel whole. Our goal continues to be to provide clean, hard-working beverages that make wellness convenient, effortless, and empowering.” ROAR is sold at 7-Eleven, Safeway, Albertsons, and Wegmans, as well as natural grocery stores such as Sprouts, Natural Grocers, and The Fresh Market. ROAR can be purchased online at ROAROrganic.com or Amazon. To learn more and find a local retailer, visit www.roarorganic.com and follow-on Facebook & Instagram at @roarorganic.
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