With the beverage industry undergoing a rapid transformation and traditional category lines blurred, a new player in the market, Mela Watermelon Water, is confident that its product can make a splash.
Mela Watermelon Water offers a zero-proof watermelon juice that can be enjoyed on its own or mixed with alcohol.
Founded by two entrepreneurs from Seattle who discovered watermelon water during a trip to Vietnam in 2018, the brand saw an opportunity to introduce this popular Southeast Asian beverage to the U.S. market.
Dom Purpura, the CEO of Mela, noted that despite the widespread popularity of watermelon as a fruit, the market for watermelon water products in the U.S. was still relatively untapped compared to other juice options.
“We want Mela to be inclusive and appeal to a diverse range of consumers. Our customers range from moms in Los Angeles to truck drivers in Texas to coffee shop patrons in Miami,” Purpura explained.
Unlike many other beverage brands that focus on health benefits, Mela is not positioning itself as a solution to hydration or wellness issues. Purpura emphasized the brand’s commitment to offering a refreshing and enjoyable drink without making health claims.
While some brands in the hydration drinks space market themselves as “better-for-you” options, Mela stands out with its unique flavor offerings and Gen Z-inspired packaging design.
Mela’s drinks contain 100 calories per can with 3 grams of added sugar and come in four flavors: Original, Passionfruit, Pineapple, and Ginger.
The brand has strategically launched its products in select 7-Eleven and Target locations across 42 states, as well as online. By focusing on building a strong presence in regional markets, Mela aims to create a loyal community of customers before expanding into larger retail chains.
Looking ahead, Mela is open to exploring new opportunities and potential partnerships in the future. While the brand is currently focused on its beverage lineup, there is a possibility of considering an “exit strategy” that could involve becoming part of a larger beverage company’s portfolio.
With a cautious approach to fundraising and a focus on long-term sustainability, Mela aims to avoid being seen as a passing trend in the competitive beverage market.
Watermelon has gained popularity in the beverage industry in recent years, with celebrities like Beyonce investing in watermelon-based products like Wtrmln Wtr.
Despite challenges faced by the juice category, it remains a lucrative market with projected growth, attracting brands that are exploring new ways to appeal to consumers, such as promoting their products for use in cocktails.