From Crop to Consumption

JoeFroyo to participate in beverage industry’s leading pitch competition

Dairy innovators JoeFroyo are proud to announce their lactose-free, probiotic Functional Cold Brew™ product is a semi-finalist in the New Beverage Showdown at BevNET Live Winter 2018, taking place on December 3 and 4 in Santa Monica, California.

Sponsored by Venturing & Emerging Brands, an operating unit of the Coca-Cola Co., the New Beverage Showdown is the beverage industry’s leading pitch competition, selecting the most innovative and scalable startup beverage brands from a group of promising contenders. JoeFroyo is one of the 12 semi-finalists in this annual competition whose past winners include Health-Ade, MALK, Tio Gazpacho, Rise Brewing, Simply Soupreme, Bear Squeeze and Grady’s Cold Brew.

JoeFroyo will be presenting their Functional Cold Brew™ product, which brings together smooth 100% Arabica cold brew coffee with lactose-free, cultured Real California Milk® to produce a delicious, functional combination of caffeine, probiotics and protein. Each cold- pressure protected 12-ounce serving of JoeFroyo Functional Cold Brew™ contains at least 15 grams of natural protein and six live and active cultures and probiotics, adding valuable health benefits to your daily boost. It also contains no added sugar, no preservatives, no artificial thickeners or sweeteners, no soy and no gluten.

"We’re excited and honoured to be a part of BevNET’s New Beverage Showdown. It’s a great event that has launched some incredible products,” said Patrick McNerthney, JoeFroyo Vice President of Marketing. “We love what we do, and we're here to have a good time, learn a lot, and share our passion for innovative beverages with other brands who are just as excited as us!”

The two-day pitch competition is an integral piece of BevNET Live, during which 12 emerging beverage businesses are invited onstage to share their strategies and products with a panel of expert judges for immediate feedback and commentary and to provide case studies for attendees to learn from and spark new ideas.

The semifinal round of New Beverage Showdown 16 began on 3rd December, concluding at 9:30 a.m. The group of six finalists will be announced at 12:30. The final presentations will take place on 4th December, when a new group of judges will pick a winner. BevNET Live attendees and live stream viewers will also have a say in the selection process. Audience votes will be weighted by attendance, aggregated, and the final tally will be utilised to assist judges in their decision-making.