11/21/2023 0 Comments Yerba mate drink peach![]() ![]() The company is also working with pre-seed sales platform SeededCPG, a new brand building project launched by Koia and Limitless co-founder Chris Fanucchi. Moraru said AMAZ will focus heavily on the online channel, including a text message sales platform and a robust influencer program. Those products, however, contain 14 grams of sugar per serving.ĪMAZ’s new line is rolling out now in Erewhon and Whole Foods stores and will launch online direct-to-consumer next month. ![]() In February, iced tea brand Steaz announced a comprehensive brand refresh, introducing an organic yerba mate line in 16 oz. “First because of the growth the category is seeing in the U.S., and second because it is aligned with our values.”ĪMAZ is not the only brand to turn to yerba mate for a relaunch platform in recent months. “Yerba mate was a very obvious choice,” Nader said. The company secured ingredients from Origens Brasil, an ethically-sourced supplier in Brazil, which focuses on environmental sustainability, and developed a zero sugar, better-for-you alternative to competing yerba mate brands. Having grown up drinking yerba mate in Brazil, Nader and Moraru said they recognized the beverage’s emerging popularity in the U.S., led by brands such as Guayaki. According to Nader, the company raised $1.3 million from investor Vinicius Biagi Antonelli - an entrepreneur focused on regenerative farming in Brazil - to help fund the development of the yerba mate line. The relaunch, however, coincided with the onset of the COVID-19 pandemic last spring, putting the company in a vulnerable position as it pulled its existing products from shelves during a period of deep uncertainty across the industry.
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