“How We Transformed a 20-Year-Old Brand into a Functional Wellness Drink”
Background: A Legacy Brand at the Crossroads
➤ Brand Age: 20+ years➤ Category: Fruit-based sweetened beverage
➤ The Problem
- Sales were declining year-over-year.
- The recipe was outdated — high sugar, low function.
- The packaging felt dated to Gen Z and millennials.
➤ Founder Insight:
“After 20 years of trust, we faced a tough truth — our drink no longer fit today’s lifestyle. We didn’t want to erase our legacy, but we had to evolve it into something that truly serves this generation.”For two decades, this beverage was a nostalgic favourite in tier-2 cities and semi-urban India. But by 2023, the market had changed. The functional beverage trend was booming, and our client — a respected but ageing brand — was struggling to stay relevant. Sales had dipped by 38% in two years, feedback was lukewarm, and the brand had lost visibility on both retail shelves and D2C channels. This was the right time for innovation.
— Beverage Brand Founder, 2024
Foodsure R&D Lab
The Opportunity: Reformulate to Rise Again
Why Reformulate a Legacy Drink?
Because consumer expectations have shifted. Today’s customers are looking for more than nostalgia—they want innovation, health, and purpose.
- Low-sugar, clean-label options
- Functional benefits like immunity, hydration, and gut health
- Natural ingredients, not artificial sweeteners or colours
- A story that makes them feel part of something smarter
Reformulating old drinks isn’t just about upgrading ingredients — it’s about creating a whole new purpose for the product.
Project Objectives
Goal
Reduce sugar by 50–70%
Add 2–3 functional ingredients
Improve shelf life naturally
Modernize packaging and communication
Prepare for a pilot batch launch
Outcome
Achieved without compromising on taste
Introduced electrolytes, Vitamin C, and herbal extract
Switched to natural preservatives & optimized pH
Complete rebranding with clean, health-led design
Completed within 45 days
Phase 1: Recipe Audit & Market Fit
Phase 1: Recipe Audit & Market Fit Evaluation
Initial Formula Analysis
- 24g sugar per 250ml
- Artificial colours
- Preservatives like sodium benzoate
- Zero nutritional or functional value
Key Findings
- 72% of consumers said the drink was “too sweet.”
- 61% said it “tasted artificial.”
- 0% functional recall — no one viewed it as a wellness product
- The brand was still trusted but seen as old-school
“While the flavour had recall value, the formulation felt outdated. We validated this through a small user panel — 72% said it tasted ‘too sweet,’ and 61% said it felt ‘artificial.’”
Phase 2: Reformulation of the Beverage Drink
Functional Reformulation Highlights
Reduced Sugar by 65%
- Low glycemic fruit concentrates
- Stevia + erythritol blend
- Lemon & tamarind balance
Functional Benefits
- Vitamin C for immunity
- Electrolytes for hydration
- Herbal adaptogens for wellness
Clean Label Upgrade
- No artificial colours
- Plant-based stabilizers
- 120-day shelf life (natural)
Reformulation Wins
- 65% less sugar
- Boosted with Ashwagandha & Vitamin C
- Fruit-based flavours & clean tech
“We didn’t just cut down the sugar — we added ingredients like ashwagandha and vitamin C to support immunity, all while keeping the same great taste and texture. That’s the kind of smart R&D work that makes a real difference.” —
Senior Food Technologist, Foodsure
Phase 3: Brand & Packaging Revamp
Consumers buy with their eyes first. So we:
- Redesigned the label with clear claims: “Low Sugar,” “With Electrolytes,” “No Artificial Additives”
- Shifted to matte-finish PET bottles with vibrant functional colours
- Crafted a new brand story:
“Same soul. Smarter sip.”
Phase 4: Micro-Batch & Test Market Launch
Launched: 1,200 bottles in Delhi, Jaipur & Chandigarh
Early User Survey
87%
would purchase again
71%
preferred it over their current juice brand
49%
tried it for functional ingredients
Pilot Insights
- 3 small retailers reordered within 10 days
- 87% users said it tasted “better than expected”
- 49% respondents cited functional benefits as the reason to try
- 100+ organic mentions on Instagram within the first 2 weeks
“The user feedback changed everything. For the first time, people saw our drink as a genuinely healthy choice — not just a sweet beverage. That was our turning point.”
— Founder’s Reaction
Shelf visibility increased by 2.4x due to clear labeling and a refreshing look.
Results Before & After Reformulation of the Beverage Drink
| Metric | Before | After Reformulation |
|---|---|---|
| Avg Sugar / 250ml | 24g | 8.5g |
| Functional Ingredients | None | 3+ Active Additions |
| Repeat Purchase Rate | 21% | 63% |
| Shelf Life | 45 days | 120 days |
| Consumer Recall | Low | High (via new storytelling & design) |
| Production Cost Impact | – | Slight Increase, Offset by Shelf Stability |
Key Lessons for Brands
If You’re a Legacy Beverage Brand, Take Note
- Functional beverages aren’t a luxury anymore — they’re the norm
- Old doesn’t mean obsolete — if you evolve smartly
- Sugar, shelf life, and storytelling must align with modern consumer expectations
You don’t have to start over — just start smarter.
Thinking of Reformulating Your Legacy Drink?
If your classic beverage needs a future-ready upgrade, Foodsure can help you:
- Reformulate with clean ingredients
- Add scientifically backed functional benefits
- Run a low-risk market test (as low as 50L)
- Redesign your label to speak wellness
- Scale up smartly via contract manufacturing
Book your free Consultation now — 1:1 with our experts.
Foodsure is here for innovation. Call us at +91 8130404757
