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Keurig Dr Pepper lines up 2020 Bai refresh amid declines

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Keurig Dr Pepper is to overhaul its Bai brand and launch new innovations in an attempt to fix the struggling anti-oxidant juice.

Dr Pepper Snapple Group bought Bai Brands for US$1.7bn in 2017

Dr Pepper Snapple Group bought Bai Brands for US$1.7bn in 2017

Speaking to analysts yesterday, company CEO Bob Gamgort said yesterday Bai will undergo a refresh next year. He also said KDP will roll out innovations that will "keep [Bai] ahead of the game".

Sales for Bai, which KDP-forerunner Dr Pepper Snapple Group bought for US$1.7bn in 2017, declined in KDP's third-quarter results, released yesterday. Gamgort blamed Bai's position as a pioneer in the anti-oxidant juice category, as well as new competition.

Despite the challenges, Gamgort defended Bai, saying it remains a US$500m brand that on a 52-week basis, grew about 3%, according to IRI.

"It's not as if the brand is falling off the edge," Gamgort said. "It's just not growing at the level that we believe it has the potential to grow. So, it's going to be a combination of renovation on brand and some innovation that will continue to drive."

Gamgort promised more details will be released next year. He also said another struggling KDP brand - Snapple - will undergo a "brand renovation" in 2020.

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