Nutrition and energy are two things that most people would like to have more of throughout the day. As society's work load and expectations increase, the available hours in a day immutably remain the same. Let’s face it, we are busy. Even though things have become markedly easier, we have loaded more onto our proverbial plates than ever before.
As such, huge ripple effects can be felt and seen (just look in the mirror) when it comes to both nutrition and energy. Cutting corners on these is not smart no matter the short-term gains. Melanie Dulbecco, the CEO of San Francisco based Torani company, has orchestrated a creative team cleverly named Torani Mix Tank to come up with a solution.
"With a growing movement toward health-packed beverages, a few flavor-obsessed Torani team members ideated around simple ways to make functional drinks that also taste amazing... The solution the Mix Tank came up with is Plus Ups," says Torani spokesperson Stacey Cooper-Dent
At present, Torani has identified what they believe will bridge the gap of health and convenience, and they call it Plus Ups. These drink mixes are full of vegetables that have been dehydrated and ground into powder. It's intended to be mixed into a variety of drinks, yet are flavorful enough to be standalones. The three Plus Ups are Harvest Veggie, Green Veggie, and Green Coffee Bean.
Harvest Veggie contains sweet potatoes, carrots, butternut squash with a bit of cinnamon, ginger, and nutmeg. Green Veggie packs spinach, celery, zucchini and parsley. And Green Coffee Bean has natural caffeine (80mg) without the coffee taste.
Each Plus Up comes in a 16 ounce container and supplies 14 servings. You can back the project for as little as $10 to receive the Plus Up of your choice. Other perks include Torani syrups, Torani Mix Tank jackets, Torani tours and an opportunity to have lattes with Torani CEO Melanie Dulbecco.
"We’ve already had backers reach out and share their ideas, questions and feedback. Heading into day three, we’re close to hitting 50% of our 30-day goal which has completely eclipsed our expectations. We are very excited about how Kickstarter can enable us to work with our backers and we hope that by the time this campaign ends, we will have valuable insights from consumers who will be co-creating with us, sharing their thoughts and influencing the final product."
For on-the-go families and individuals, Plus-Ups is an affordable supplemental nutrient/energy boost—and it tastes great! “We had the idea and as soon as we tried it we said we want this”, explained Mrs. Dulbecco.
However, the real market may be outside of the individual consumer. Cafes are more on the radar with Torani. On its Kickstarter page it states, “We crafted Plus Ups so that cafes can serve delicious blended drinks with added benefits, but without the challenges of perishable items and difficult drink prep.”
This will provide a huge boost to sales in cafes and food boutiques, as they can adapt to the consumers’ demands for better quality nutrients and ample energy. Plus Ups takes the logistics and storage overheads off of café owners and onto Torani—the way Torani intended—allowing the cafes to focus on their core competencies and Torani on flavor.
The 90-year-old family business has experienced solid growth and sees Plus Ups as a new segment and opportunity to extend this growth.
"The past three decades has been amazing with an average growth rate of 23% every year for the past 23 years. And now we want Torani become an even more critical partner to our cafes as we innovate ways to offer more great tasting, healthy products for them and for at home", stated Bret Blount.
Such a solid company must be doing something right when it comes to flavor. I think I'll trust their advice and POP a Harvest Veggie Plus Up into a mango smoothie. Doesn’t that sound delicious?
Torani’s Campaign Page