Summer Release Radar: Wild, Vizzy, Jot
Even as lockdowns have quieted the nation and retail closures have ripped through the global economy, new brands are looking to summer for a glimpse of hope. Wild is trying to eliminate single-use plastics; Vizzy wants to make your hard seltzer a bit healthier; and Jot makes it easy to get your morning cup of caffeine.
U.K.-based Wild Cosmetics originally launched in 2019 with a Kickstarter project aiming to create a line of eco-friendly, paraben-free, and aluminum-free deodorants. Founders Freddy Ward (formerly the Director of Marketing at HelloFresh UK) and Charlies Bowes-Lyon (formerly the founder of a reusable coffee cup startup) saw the waste in bathroom products’ packaging and wanted to create an alternative.
The second iteration of Wild launched in March of this year, offering reusable tins and a subscription service with five new scents.
Hard seltzer has been the star of the adult beverage market in recent years. Jefferies forecasted the spiked seltzer category to be approximately $3.5 billion by the end of 2020 and $6.5 billion the end of 2024. White Claw is currently the strong leader, owning 58 percent of the hard seltzer in 2019, followed by Truly with 26 percent and Bon and Viv 6 percent:
Vizzy is offering a fresh take in the sector that is generally thought to be healthier than beer. The new brand from Molson Coors Beverage Co. (makers of Coors Light, Blue Moon, and others) is “the only hard seltzer made with
antioxidant Vitamin C from superfruit, acerola cherry.”
Jot touts itself as “The purest, most concentrated form of liquid coffee in the world.” The new liquid is ultra concentrated, brewed 20 times more concentrated than a typical cup of joe. Co-founder Palo Hawken told Cool Hunting that their creation helps take away much of the waste from the classic extraction process:
We believe that distributing coffee in this form can significantly decrease the waste associated with other consumer and food service coffee-making systems. Some examples of coffee waste scenarios that Jot would help eliminate are:
Wasted grounds: the vast majority of spent coffee grounds from home coffee-making are simply sent to the landfill. By contrast, Jot composts 100% of its spent grounds to create soil amenders for improving local farming.
Wasted beans: roasted coffee and fresh ground coffee have very short shelf-lives…
Wasted brewed coffee: how many pots of coffee are brewed in homes… with the remainder thrown out at the end of a shift or the end of a day? Jot’s unique advantage is that you make only what you need and exactly when you need it…
Even as brick-and-mortar retail is awakening, subscription and delivery consumer products may see an uptick as people are wary to go back to traditional shopping. eMarketer estimated ecommerce sales to rise 23.4 percent this year. This may be the perfect opportunity for healthier at-home products like Wild, Vizzy, and Jot to get ahead of the competition.