Lacroix’s sales might be going to La-crap
Flavored water brand Lacroix might have transformed bubbly, sugar and sweetener-free liquids into a popular product, but it’s increasingly looking like the spoils will go to big soda companies that have muscled in on Lacroix’s turf. According to a deep dive by Bloomberg, Lacroix’s sales are continuing to go down — they were labeled as being in “free fall” earlier this year, too. The stocks of its parent company, National Beverage Corp., aren’t faring any better. Bloomberg puts some of the blame on company founder Nick Caporella, for being overconfident. While Lacroix marketed itself well and became largely popular, making carbonated water isn’t a particularly high-tech endeavor, so it was pretty easy for companies like PepsiCo to get in on those sales — which it did, with its new sparkling water brand Bubly. Pepsi and Coca-Cola (which bought Texan water brand Topo Chico) have the added advantage of huge distribution channels, giving them a solid competitive edge against the much-smaller Lacroix.
There’s another way to frame this, though — that Lacroix is just going back to the cult popularity from whence it came. After all, it had been around for a couple decades before it hit the big-time around five years ago
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