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Why People Are Going Crazy for Kombucha

It may feel like kombucha (pronounced kom-BOO-cha) is the latest health craze to hit supermarket shelves, but it’s experienced a great deal more than 15 minutes of fame. In fact, kombucha has been popular in China as a health elixir for more than 2,000 years.

Its prominence on store shelves continues to grow as CPG brokers meet the high demand for highly portable kombucha. So, what is kombucha and why does demand continue to grow?

To put it simply, kombucha is a fermented sweet tea (derived from green, black, or white tea leaves). For a more scientific definition, Wiley Online Library puts it best by stating, “[kombucha] is obtained from the infusion of tea leaves by the fermentation of a symbiotic association of bacteria and yeasts forming ‘tea fungus.’ A floating cellulosic pellicle layer and the sour liquid broth are the 2 portions of kombucha tea” The floating cellulosic pellicle layer they refer to is also known as a “scoby,” which stands for “symbiotic culture of bacteria and yeast” and looks reminiscent of a mushroom within the brew. This is why the drink is sometimes referred to as “mushroom tea.”

While picturing this process might lead you to believe the taste is lacking, it absolutely isn’t. Talented CPG marketing and increased popularity of the drink has resulted in a saturation of options to the market. Offered flavors are varied and seemingly endless including vine-ripened fruit and an assortment of herbs, so you can actually enjoy this healthy drink. A smidge sweet, slightly tart—with tiny effervescent bubbles that burst on your tongue, kombucha is a multiple sense experience, engaging both your palette and your nose.

Kombucha has garnered a cult following for more than its taste. The long list of health benefits has encouraged daily imbibing among fans. It’s riddled with probiotics that line your gut with healthy bacteria aiding in digestion and a healthier digestive tract. It also contains antioxidants that aid your body in fighting free radical damage. From a strengthened immune system to a healthier liver, kombucha packs a healthy punch.

This craze isn’t going away anytime soon. In fact, expect to see even more of it on your store shelves as brands like PepsiCo get involved in the action.

Working with a CPG sales and marketing agency will ensure your product takes center stage. They will help you wade through the best path to market for your brand and utilize their store relationships to find your product a place to flourish.

About Impact Group

Founded in 1994, Impact Group is one of the first sales and marketing agencies to focus specifically on emerging brands in the CPG industry. The company leverages fact-based selling and proprietary technology to help its clients find the best path to market and grow responsibly. With a foundation in CPG marketing and expertise as a food broker, Impact Group can set you apart with their experience. Large enough to make an impact, but nimble enough to specialize, Impact Group can take your brand to the next level by driving aggressive growth and sales.

For more information visit Impactgrp.com

Original Source: https://goo.gl/NWRfUi