Embodi, a Chicago-based beverage maker, has boomers in its sights. Its marketing strategy: Sell all-natural, antioxidant fruit juices that promote a stronger immune system and weight loss. Embodi juices, with invigorating names like Tropical Revival, Berry Renewal and Citrus Resurgence, started showing up in 260 Whole Foods Market locations across the country in June. Embodi chief Daniel Waters figures his company will pull in $500,000 in revenue by year’s end and turn a profit within the next two years.
“[Younger consumers] don’t have any sort of long-term health focus,” says Waters. “They want immediate-impact energy drinks. Baby boomers, our target audience, are focused on health, and they’re willing to invest in [it] long-term.”