How Health-Ade is meeting the needs of health-conscious US consumers in difficult times

Health-Ade, the US kombucha brand, is adapting its strategy as the category evolves and the needs of its customer base evolve.

This article is part of the September 2021 Spotlight US series, "How consumers are wrestling with 2021's uncertainties." Read more

Health-Ade kombucha is a very popular US brand with one of the most desirable audiences for marketers.

“The best part about our consumer is that it is typically that more health-conscious, tech-savvy, up-with-the trends consumer,” Shray Joshi, Health-Ade’s head/digital and growth, explained at a “Consumer Engagement” online event held by Brand Innovat