KYLA Hard Kombucha, the Kombucha Market Player in US Names New York-Based Magrino Public Relations as Its New Agency Of Record

 

Kombucha is a highly fermenting, lightly bubbled, sweetened green or black tea beverage commonly consumed as a health supplement. The culture of yeast and bacteria used to create the drink. The culture is often used for the flavor in pickles, kimchi, and sauerkraut. Kombucha can be consumed as a supplement in the form of a sweet tea, a warm tea like a cappuccino, or in the form of a delicious drink.

Increasing focus on health awareness is expected to aid in growth of the kombucha market. Kombucha contains a variety of microorganisms that are beneficial to health including the acidophilus anaerobic bacteria which is found in the body but not in sufficient numbers to support a healthy body. The bacteria produce Xylinia acidophilus which acts as an anti-inflammatory, anti-fungal, and anti-bacterial agent. The other microorganisms in the xylinia acidophilus are the anaerobic cultures of yeast and mold. These organisms are collectively referred to as the symbiotic culture of kombucha.

Increasing number of kombucha stores has benefited the kombucha market in North America. In March 2021, Seeking Kombucha, a farmers market favorite, opened a storefront in South Lake Union Seattle to serve up their small-batch, raw, organic and vegan kombucha.

Kombucha may be helpful in the treatment of various gastrointestinal diseases. According to the study, “Burden and Cost of Gastrointestinal, Liver, and Pancreatic Diseases in the United States: Update 2018”, published in the journal Gastroenterology in January 2019, gastrointestinal diseases account for a total annual expenditure of US$ 135.9 billion. Such scenario is expected to aid in growth of the kombucha market.

In March 2021, KYLA Hard Kombucha named New York-based Magrino Public Relations as its new agency of record, with an emphasis on public relations strategy and brand advocacy in the U.S. kombucha market. Such strategies help promote the benefits of kombucha to the general public. Meanwhile, another player in the kombucha market, Local Roots Kombucha, a San Diego-based craft kombucha company, launched three new low-calorie flavors, Lavender Lemonade, Peachy Tee Time, and Prickly Pear Punch. Other players in the market are focused on launching kombucha-based cocktail bases. In March 2021, Health-Ade Kombucha launched Health-Ade Mixers, a new line of kombucha-based cocktail bases.

There are several reports that highlight the adverse effects related to kombucha consumption. The American Cancer Society says that "Serious side effects and occasional deaths have been associated with drinking Kombucha tea". Such scenario may limit growth of kombucha market.