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BLOOM DROP, THE NEW FUNCTIONAL DRINKS BRAND WITH SHOTS AND KOMBUCHA

8 August 2024

Functional Drinks in Italy: A Nascent but Growing Market

In recent years, the functional drinks market has undergone a transformation with the introduction of innovative, wellness-focused products — a trend that has gained substantial momentum, particularly in international markets.

Wellness shots, smoothies, kombucha, mocktails, vitamin-infused waters… today, the shelves of global markets are stocked with an extensive array of products offering various functionalities, each attracting consumers with their potential benefits for both physical and mental well-being.

While the Italian market for health drinks is on the rise, it remains relatively underdeveloped compared to more mature markets like those in the UK or Spain.

Atlante recognised this market opportunity, identifying the lack of adequate offerings in innovative and health-oriented products. The growing focus on a healthy lifestyle has, in recent years, led to increased consumer demand for functional foods that not only provide benefits to the body but also taste good.

To address this growing market need, Atlante has introduced a range of functional beverages under the Bloom Drop brand. The line currently features two wellness shots: lemon, ginger & turmeric, and a lemon & ginger kombucha.

This line is positioned within the expanding fresh juice market, which saw a 4.3% increase in value over the past year (source: Nielsen Trade Panel Data MAT 13/02/24). Taste and health benefits are the primary drivers of consumer choice in this segment (source: Innova).

Notably, there has been a volume increase in the sales of so-called wellness shots, with the top-selling product showing an 11.7% growth in volume (source: Nielsen Trade Panel Data MAT 13/02/24).

Innovation and Health: New Lemon, Ginger & Turmeric Shots

The lemon, ginger & turmeric shots are designed to meet the needs of individuals seeking to integrate natural ingredients with proven health benefits into their diet. Lemon is known for its high vitamin C content, while ginger is prized for its anti-inflammatory and digestive properties. Turmeric is known for its potent antioxidant and anti-inflammatory effects. These shots are perfect for those looking to naturally boost energy levels and support immune function.

Lemon & Ginger Kombucha: A Fermented Wellness Drink

Kombucha is a fermented tea beverage with a pleasantly effervescent quality, gaining increasing popularity due to its numerous health benefits and unique, distinctive flavour. Bloom Drop lemon & ginger kombucha combines the probiotic properties of kombucha with the advantages of lemon and ginger, delivering a refreshing and healthful drink. Its natural fermentation not only imparts a delightful fizziness but also supports digestion and overall physical well-being.

Bloom Drop Packaging and Graphic Design

The packaging for the Bloom Drop health product line was designed by Atlante’s in-house graphics and packaging team. Crafted to stand out on the shelves, the Bloom Drop range features an innovative design characterised by vibrant colours and pop patterns that evoke a sense of joy and modernity, reflecting the brand’s identity. The striking colours and engaging graphics not only ensure the product is easily recognisable, but also communicate a sense of quality and fun.

“The Bloom Drop brand was created to convey a sense of freshness and colour, often associated with nature and blooming flowers,” says Anna Matilde Sala, Junior Graphic Designer. “The vibrant colours complement and enhance those of the shots, while the white text interacts with images representing the main ingredients of the products. Overall, the design is very pop and eye-catching, yet also elegant, with its simplicity and the choice of slender, flowing fonts.”

Main packaging features:

• Colour: We placed a strong emphasis on colour, inspired by the vibrant hues of the juices and shots. Our goal was to highlight this aspect with bold, bright colours.
• Images: The photographic images showcase the main ingredients of the products, capturing their freshness and inviting nature.
• Text: The text is organised into two key elements: the product name and the claims. The product name is prominently featured in white, creating a striking contrast against the colourful background. This design choice adds movement and depth, integrating seamlessly with the images. The claims are positioned at the bottom of the label, clearly presenting essential information such as vitamins and flavour.

Atlante: Pioneering Innovation in the Italian Functional Beverage Market

“The new Bloom Drop functional beverage line represents a crucial response to the increasing demand from Italian consumers for products that are both healthy and flavourful,” says Elisa Tabanelli, Category Manager at Atlante. “Featuring innovative lemon-ginger and turmeric shots, along with a refreshing lemon-ginger kombucha, Bloom Drop is ideally positioned within the growing fresh juice market.”

With Bloom Drop, Atlante reaffirms its commitment to innovation and the promotion of a healthy lifestyle, effectively meeting emerging market trends and consumer expectations.

We are certain that these deliciously fresh and healthy products will resonate with consumers – and it’s time for everyone to experience them.