How ’bout these melons?
So long, “Lemonade” – Beyonce’s drinkin’ watermelon, ginger, lime and cherry.
The pop star is an investor in WTRMLN WTR, the cold-pressed watermelon juice company that’s flooded the healthy super water market over the last four years. The Queen Bey, an investor in the company, revealed Thursday that the brand is squeezing in three fresh new flavors to its watermelon drink: Ginger lemon, lime and tart cherry.
“Congratulations to my partners at WTRMLN WTR,” Beyonce said in a statement. “I applaud the innovative female leaders at WTRMLN WTR, who inspire us with their creativity and their true commitment to elevating our community and culture.”
The $3.99 “BLNDS” are available exclusively at Whole Foods for the next six months, with sales benefiting the Whole Planet Foundation, which gives micro-loans to female small business owners and entrepreneurs around the world. The BLNDS will expand to stores including Whole Foods, Kroger, Costco, Safeway, Wegman’s, Sprouts and Amazon.
The new BLNDS add in tart cherry juice as an endurance booster for marathon runners; lime for PH balance and extra vitamin C; and ginger for digestion and other health benefits. “These are not ‘frivolous flavors,’” Bey’s business partner Jody Levy, WTRMLN WTR cofounder and creative director, tells Moneyish. “Anything added has a functional benefit.”
It’s all part of WTRMLN WTR’s mission to seed change toward healthier lifestyles and more sustainable food harvesting, one bottle at a time. The juice is pressed from ugly watermelon “seconds” that many supermarkets and shoppers pass over from cosmetic imperfections like sunburned skin or dented, misshapen rinds.
Food tossed is money lost. A stomach-churning 40% of food produced in the U.S. goes to waste, even as 1 in 8 Americans struggles to get enough to eat, according to the National Resources Defense Council. The country loses $15 billion a year in unsold fruits and veggies alone, especially when shoppers skip over produce that doesn’t look perfect.
WTRMLN WTR is expected to save more than 27 million melons deemed worthless just because of their appearance. It seems to be a recipe for success. The company saw a 97% sales spike in Whole Foods last year.
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