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Ocean Spray unveils Atoka wellness range from Lighthouse incubator programme

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Ocean Spray's new incubator programme, Lighthouse, is to launch a range of plant-based beverages under the brand name Atoka. 

Ocean Sprays Atoka brand offers functional benefits and a mix of flavours

Ocean Spray's Atoka brand offers functional benefits and a mix of flavours

The drinks promise a variety of health benefits and are made using cranberries from Ocean Spray farms. Atoka will go on trial in Boston and roll-out to the rest of the US in January.

The Atoka range comprises:

  • Herbal Blend: 01 - Cranberry, Guayusa, Ginseng & Ginger for a 'focus' benefit
  • Herbal Blend: 02 - Elderberry, Reishi, Rosehips, Ginger & Spices, made to support consumers "daily wellness journey"
  • Herbal Blend: 03 - Dark Cherry, Chamomile, Hops & Ginger mix to "help ease the tensions of daily life and quiet an overworked mind" 
  • Herbal Blend: 04 - Cranberry, Linden Flower, Lemongrass, Orange Peel + Ginger, to soothe the gut/stomach

Ocean Spray launched the Boston-based Lighthouse in May as a marketing and innovation hub. The company said Lighthouse is able to launch products within five months of coming up with an idea.

"Atoka is the first new brand to be incubated here in Boston at the Lighthouse, indicative of our emphasis on an intensely innovative, agile approach to product development and cultivating a culture of innovation throughout the organisation," said Rizal Hamdallah, global chief innovation officer at Ocean Spray. "Atoka brings Ocean Spray into an entirely new category of wellness drinks, including a variety of oat milks, tea tonics, and herbal shots offered in different herbal blends."

Next month, UK company Jitterbug will launch a range of apple cider vinegar drinks on the UK market.

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