Manufacturing Pivot Creates RTD Opportunity
Graasi has introduced what it claims is the first USDA Certified Organic barley water beverage in the U.S., positioning the drink as a functional alternative to traditional beverages for wellness-focused consumers. The brand was born from founder Chris LaCorata's pivot during the pandemic. After 35 years in manufacturing and launching a factory in his wife's hometown—which created an estimated 400 jobs and $91 million in economic activity—LaCorata shifted focus to barley grass juice powder and its long medicinal history.
Product Specs and Distribution Potential
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% of the recommended daily allowance for vitamins C and D, plus zinc. The company positions it as a low-sugar option targeting consumers concerned about diabetes and obesity. The product is available in three flavors and is certified organic.
Category Growth and Supply Chain Implications
Barley water occupies a small but growing niche in the functional beverage space. The category has expanded as consumers seek alternatives to sugary drinks and mainstream electrolyte products. However, the barley water category remains nascent in the U.S., offering a first-mover advantage for brands that can establish distribution and brand recognition.
For more insights and trends in the food and beverage sector, check out more articles in The Food & Beverage Magazine family of publications.
Written by FBM Publications Editors
