According to its campaign, Raindrop Drinks offers a solution for providing high impact active ingredients in a drink that would other demonstrate challenges for “ready to drink” beverages. This is due to the fact that there are issues of solubility, high and light degradation along with shelf life limitations.
The company effectively keeps its drinks fresh by keeping its active ingredients remain stored in an airtight cavity within the cap. To activate the drink, consumers simply remove the anti-tamper cap and press the release the ingredients, shake and the drink is ready.
By doing this process, the consumer takes part in the following:
- The creation of the beverage
- Mixing a fresh bottle only when they need it
- Providing a fresh drink experience
Raindrop Drinks is made with 100% natural flavoring and colorings. It is also only 20 calories and has two flavors/functionality: Orange & Grapefruit (Vitamin C Revive) and Elderberry & Lemon (B Vitamin Boost). The drink is bottled using the coldfill process, which make its manufacturing process energy saving. In general Raindrop Drinks is considered a greener product.
Explaining targeted consumers, the company stated, “Raindrop has identified its market as busy lifestyle individuals who want a healthy, preservative free all natural beverage with added functionality. By locating Raindrop in business parks, gyms, hotel leisure centres, universities and colleges it is intended to reach the ‘captive consumer’ who is in a restricted environment and would access a refreshing vitamin boost.
“Secondly by positioning Raindrop in service stations, convenience stores, vending machines and other high traffic, high visibility areas the brand seeks to establish itself as the number one “on the go” refreshing vitamin drink. We believe Raindrops selling point will be its cap design and ingredients. Raindrop has been designed to have a high vitamin content together with a low calorie content and no sugar.”
In regards to the beverage market in the UK, the Raindrop Drink team remarked, “The UK soft drinks market had total revenues of £16 billion in 2013 ( Data Monitor UK Soft Drinks Industry Profile 2014 ) Raindrop falls into the functional soft drinks segment, valued at £2.3 billion in 2013 (Data Monitor UK Functional Soft Drinks Industry Profile Report – United Kingdom 2014).
“These drinks are described as those that are designed to help replace lost minerals, sugars, trace elements and fluids and help boost or replace lost nutrients and help combat a general feeling of weariness and aid heath and wellbeing.The performance of the market is forecast by Datamonitor to have an anticipated compound annual growth rate of 7.9% for the five-year period 2013 – 2018, which is expected to drive the market to a value of £3.4 billion by the end of 2018.”
Those who help fund Raindrop Drinks’ project will receive 25% in equity. The campaign is set to close on January 29th.
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