As kombucha has become more popular – and the search for wellbeing has become more central to US culture – Health-Ade, a US kombucha brand, is expanding its portfolio beyond health- and trend-conscious consumers.

Why it matters

Keeping up with consumers can be a challenge during times of disruption, even for a brand that falls directly in line with burgeoning trends. Marketers must ensure they follow evolving consumer lifestyles, and are present at relevant moments of need.

Takeaways

• Health-Ade has recently expanded its portfolio – which now includes a healthier spin on soda and probiotic “mixers” for alcoholic drinks –...