Torani Wants to Give More People a Say

PlusUpsMediaSan Francisco; April 9, 2015 – Crowdfunding campaigns are not a new way to launch a product, but when a global company with more than enough resources chooses to crowdfund, you might ask why.

With a growing trend toward healthy and energy packed beverages the flavor obsessed folks at Torani asked themselves if they could come up with a simple way to make nutritious, functional drinks that also tasted amazing. The challenge was handed over to Torani MixTank – a small, pop-up group of Torani team members who create big innovations.


The delicious solution MixTank came up with is Plus Ups, a line of natural beverage boosters that add flavor and function to your favorite drinks. Made with real ingredients, they can be easily added to a range of drinks to serve up innovative new offerings like veggie packed smoothies and natural energy pick-me-ups.


“For 90 years we’ve been supporting our team to think big. So when they came up with a delicious solution that would also help cafes grow their businesses, we were in,” shares Torani CEO, Melanie Dulbecco.


The journey to market for Plus Ups has not been linear. When the team shared the innovation with a few large customers, the feedback was positive, but there were concerns that it was too early for the concept and the market wasn’t ready. This got the MixTank team wondering why just a few people got to decide.


“The MixTank proposed a Kickstarter campaign as a way to give more people a say. They want our customers to tell us if they’re ready for the product (and we think they are), and to also co-create it with us and to make it a reality,” continues Dulbecco.


In addition to being one of the first to try Torani Plus Ups, campaign supporters will also get a chance to see how Torani works behind the scenes. Backers at a level of $500 will get to experience a flavor safari where they will join a food scientist and marketing expert to explore exciting flavors around San Francisco. A pledge at the $750 level allows supporters to help create the next Torani Plus Ups flavor by spending a half-day in the renowned Torani flavor lab. Check out the full campaign page


Some might find it surprising, that although Torani is a 90-year-old, family-owned company, it lives and breathes like a startup. It may be their entrepreneurial beginnings or their proximity to Silicon Valley, but either way the company’s business practices are laser focused on fostering innovation.


The Plus Ups Kickstarter campaign will be live through May 7, 2015. When the crowdsourcing goal is met, Torani Plus Ups will be piloted immediately and the team will begin the journey of launching the innovative line nationwide later in 2015.


For more information or to set up an interview with Torani CEO, Melanie Dulbecco, contact Kate Ellison, or 415.706.8191.

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