Target Debuts Simply Balanced Kombucha in Fun Fruit Flavors

Target has jumped on Kombucha bandwagon with the introduction of the trendy drink into their natural and organic private brand Simply Balanced. Simply Balanced Kombucha is lightly effervescent, fruity, made from sweetened black tea and certified USDA Organic. Flavors include Blueberry Grape, Ginger, Mango and Raspberry, Lemon & Ginger retailing at $2.79 a bottle.

The tea dates back 2,000 years to ancient China, where it was regularly consumed to remedy inflammatory ailments such as arthritis and thought to ward off cancer. More recently, Kombucha enthusiasts have used the beverage as an at-home remedy for acne, fatigue, hypertension, headaches, and constipation.

Making Kombucha requires tea, sugar, and an active starter culture of bacteria and yeast. The culture, known as the “mother culture,” is combined with tea—usually black or green—and sits for roughly 10 days. During this time, a thin colony of bacteria forms on top. After the fermentation process is complete, the new culture can be used to start other brews, while the pungent beverage below is ready for drinking

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.