Cove Soda has named Bryan Crowley as its new CEO as part of changes to the Canadian soft-drinks company's top team as it targets expansion in North America.
The move follows Cove Soda’s $15m Series A funding round in November, with proceeds earmarked to support its growth and strengthen the company’s leadership team.
In a statement issued yesterday (15 January), the probiotic soda maker said Crowley has more than 25 years of leadership experience in food, beverage and consumer brands.
He most recently was CEO at energy drink company G Fuel. He has also held senior positions at drinks companies Casa Azul Spirits, Soylent, Flying Embers, KeVita, Pabst Brewing Company, as well as Mars.
Alongside Crowley’s appointment, Cove Soda has named Craig Olikiewicz chief commercial officer and Joe Lee chief operating officer.
Olikiewicz has a background in sales and commercial leadership across beverage, energy and consumer packaged goods categories.
Lee, who joined Cove Soda early last year, has more than 20 years of experience in international operations and supply chain management.
Commenting on the appointment, Crowley said: "With this leadership team in place and strong investor backing, Cove is entering its next chapter. This is just the beginning.”
Cove Soda was set up in 2017 in Halifax, Nova Scotia, by brothers John and Ryan MacLellan. It makes functional carbonated soft drinks that are free of added sugars.
According to the company’s website, the brand uses all-natural proprietary plant blend of stevia and erythritol to deliver full-flavour sodas that contain probiotics.
The brand defines itself as “the leading functional soda brand” in the domestic market. Under an agreement made in September, Keurig Dr Pepper is managing national distribution, sales, and marketing of the Cove Soda brand across Canada.
Crowley added: “Functional soda has moved from an emerging trend to a high-growth category that demands creative brand building and disciplined execution.
“Founders John and Ryan MacLellan have built a great-tasting product and an authentic brand with real consumer love. The opportunity now is to scale that foundation thoughtfully and build a business designed for longevity.”
