Talking Rain, a company founded back in 1987, built its business steadily and over several years. But then the consumer trends shifted in its favour. A growing number of Americans - and particularly young Americans - began to worry more about sugar and to turn away from established products, such as colas and carbonated soft drinks, (see NNB Case Study June 2014) to things they perceived as being lighter, healthier and more aligned to water and fruit.Talking Rain found that its pioneering, zero-calorie flavoured sparkling-water brand, Sparkling Ice, was perfectly aligned with the new consumer preference and sales soared from just $25 million (?18.6 million) in 2010 to about $500 million (?372 million) by 2013.
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