Manufacturing Veteran Launches New RTD Category Entry
Graasi has entered the functional beverage category with what it claims is the first USDA Certified Organic barley water available in the United States. The drink is formulated from barley grass juice powder, a traditional ingredient with roots in ancient wellness practices.
Founder Background and Manufacturing Focus
Founder Chris LaCorata, a manufacturing veteran with 35 years of industry experience, conceived Graasi after witnessing factory closures and job losses in his wife's hometown. LaCorata initially led a group to establish a new manufacturing facility projected to create over 400 jobs and $91 million in economic activity. When the pandemic disrupted those plans, the team pivoted to launch Graasi, drawing on historical knowledge of barley's nutritional profile.
Product Specifications and Distribution Positioning
Graasi is formulated as a plant-based, gluten-free beverage containing all 8 essential amino acids and 11 of the 16 non-essential amino acids. Each bottle delivers 100% recommended daily allowance of vitamin C, D, and zinc. The drink is positioned as a low-sugar alternative targeting consumers concerned with clean energy production, with particular emphasis on families and athletes. The product is available in three flavors and carries USDA Organic certification.
RTD Market Opportunity
The functional beverage category continues to attract new entrants seeking to differentiate on health claims and ingredient sourcing. Graasi's organic certification and barley-based formulation represent a narrower positioning within the broader wellness drink market, where products emphasizing digestive and immune support remain competitive. The expansion of plant-based RTD options reflects growing distributor and retailer demand for certified organic, fortified beverages.
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Written by FBM Publications Editors
