Nudie has always been a pin-up brand
You’ve got to admire the bravery of a brand who declares product ‘monogamy’ with “nothing but fruit, two servings of fruit in every bottle, made using Australian fruit where possible”.
Not many ‘earthy’, ‘pure’ brands have ever been brave enough to be that niche from the get go.
Innocent for instance, (arguably the inspiration for Nudie), obviously weren’t, since they recently branched out into vegetable soups to keep the dollars rolling in.
Nudie’s stayed ‘fruity’ from day one.
And don’t think their ‘chastity’ hasn’t been challenged.
The endless waves, for instance, of ‘pure’ ‘vitamin waters’ and ‘energy drinks’ lapping at their shores, would’ve (and did!) topple most ‘health’ brands.
Added to that, they must’ve been feeling the pressure for the next ‘big thing’, since the last innovation was back in 2006 with ‘Squishies’, (though being a private company would’ve made that pressure lighter).
But they stuck to their guns, biding their time.
And then along came coconut juice.
Sure, it’s already massive in America – even Madonna’s got in on the act investing a cool 1.5 mil in Vita Coco – but its fairly new in Oz (if you don’t count the ‘ma and pa’ Asian grocers who’ve been stocking it for years!) and ripe for the owning.
And who more credible than Nudie!
Stripped back, ‘fruit from the earth’, nothing too food-sciencey, it’s the perfect new product range for ‘Tall Tim’ and he deserves it.
Here’s hoping they keep they dream alive!
