[Asia Economy Reporter Hyunseok Yoo] Next Science announced on the 27th that its subsidiary Freshco's ‘I'm Alive Kombucha’ sold most of its inventory during a special live broadcast on Lotte Home Shopping.
Kombucha is a beverage fermented for 21 days using extracts of organic green tea and black tea, rich in amino acids, probiotics, and antioxidants, making it highly effective for boosting immunity and detoxification. Kombucha is recognized as a healthy fermented carbonated drink by consumers pursuing well-being and is rapidly replacing traditional carbonated beverages such as cola, according to the company.
Kombucha, which began gaining fame as a drink favored by Hollywood celebrities such as Lady Gaga, Amanda Seyfried, and Miranda Kerr for beauty and health management, has led major beverage companies like Coca-Cola and Pepsi to launch their own kombucha brands. It first grew significantly in the U.S., gaining popularity to the extent that separate booths are operated in major regional supermarkets. Since then, as the health drink craze has spread worldwide, kombucha has rapidly expanded globally.
Freshco was the company that anticipated the potential of kombucha, which was unfamiliar in Korea, and made proactive investments. Freshco has secured proprietary technology and know-how to perfectly control the alcohol generated during fermentation, which is considered the most challenging task in kombucha production. Freshco is expanding its supply channels not only through sales of its own brand ‘I'm Alive Kombucha’ but also by collaborating with leading domestic food and beverage companies using the ODM (Original Design Manufacturer) method. ‘I'm Alive Kombucha,’ loved by consumers for its sweet and tangy taste, bright aroma, and sparkling refreshment, is currently unable to meet the overflowing demand despite operating its factory production line at 100%, according to the company.
Baek Yoon-gi, Vice President of Next Science, stated, “The stagnant existing fermented beverage market is rapidly growing with the emergence of kombucha, which is likened to the ‘second cola.’ We will strive to make ‘I'm Alive Kombucha,’ which protects both taste and health, widely known to customers.”
Currently, Next Science is conducting various marketing activities including TV commercials and home shopping featuring Shin Hyun-bin, who gained popularity for her role as Dr. Jang Gyeo-ul in the recent tvN drama ‘Hospital Playlist.’ In line with this aggressive marketing, they are also expanding PET bottle facilities, aiming for completion in August.
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