LOS ANGELES -- Zevia, a leading zero calorie, naturally sweetened soda brand, has changed its formulas to become color free, including caramel color, and has received Non-GMO (genetically modified organism) Project Verified status.
"Shoppers want four things from the sodas they drink: flavors, bubbles, sweetness and enjoyment," said Zevia CEO Paddy Spence. "But they don't want artificial sweeteners, artificial preservatives, artificial flavors, GMO ingredients and caramel color. We are the first brand to deliver on the core promise of the soda category, without the ingredients that consumers don't want."
Over the course of Zevia's two-and-a-half year path to become Non-GMO Project Verified, the brand conducted extensive consumer research and found that coloring was also an important issue to diet soda drinkers. The decision was clear. Zevia had previously used caramel color in its Colas, Ginger Root Beer, Ginger Ale, Dr. Zevia and Cream Soda and natural colors in its Mountain Zevia and Grapefruit Citrus flavors.
All 17 flavors in the Zevia soda lineup will now be color-free, while continuing to use plant-based sweeteners stevia and monk fruit.
"Today's consumers are more sophisticated than ever before, and they want authentic, transparent brands that respond to their concerns," said Spence. "Zevia has grown rapidly because of our commitment to continuously raising the bar on 'clean' ingredients. We are excited to lead the soda category in a bold new direction, and see this as an important step in changing the way Americans think about soda."
Zevia's new clear, Non-GMO Project Verified formulas will begin production starting in second-quarter 2015, throughout the United States and Canada in more than 20,000 retail outlets. The new soda cans will feature a "No Caramel Color" band around the top and the Non-GMO Project Verified logo.
Studio Number One, the commercial agency of street artist Shepard Fairey, designed the updated cans and branding assets.
Zevia is the first beverage brand exclusively focused on offering naturally sweetened, zero calorie beverages. With natural formulas that are certified vegan, Kosher and gluten free, Zevia is sold at more than 20,000 grocery, natural and specialty food stores in the United States and Canada.
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