Dwayne Johnson has recently teased millions of his fans worldwide about his secret to “balance and success” with a video showing a production line filled with unlabeled cans on social media, and now we finally have an answer.
Launching in March, co-founders Dany Garcia, Dwayne Johnson, Dave Rienzi and John Shulman are launching ZOA Energy. ZOA is expected to be the first clean and healthy product in the energy drinks aisle made with immunity-boosting superfood ingredients, including turmeric, camu camu, and acerola,
During an exclusive Zoom interview recently, the founding members told me how ZOA has been developed for 18 months with the support of an analytical chemistry laboratory also invested by Juggernaut Capital, and the product labeled with The Rock’s chest tattoo that reflects his Polynesian heritage and warrior spirit speaks to their core values of innovation.
ZOA is free from preservatives, artificial ingredients, and additives, according to the company, and each 16-ounce can contains 100% vitamin C, B-complex vitamins, the essential vitamin D, in addition to a clean blend of green tea and green unroasted coffee, electrolytes, and amino acids.
In addition to be available online via its own website and Amazon, the latest energy drink brand will be distributed exclusively by Molson Coors Beverage Company for all retail locations, as well as utilize the latter’s expertise and marketing support as the Chicago-based consumer giant is actively expanding beyond its core beer business.
Launching ZOA, “a true disruptor” in the beverage sector, is a no-brainer for Shulman as the seasoned investor who has successfully managed a portfolio of CPG brands, including VOSS — a Norwegian bottled water company in which The Rock previously acquired a stake, noted how there hasn’t been a healthy alternative for energy drink shoppers until recently.
“There are four founders, and all of us have had in our minds that we would like to enter the energy drink category literally for years,” Shulman said. “We’re all consumers of energy drinks, and none of us has ever found one [healthy beverage] that we really felt we want to stick with.”
Indeed, the highly consolidated U.S. energy drinks market has been led by only a few companies accounting for more than 80% of the total share, according to data from Mordor Intelligence, and their products have been long associated with potential health risks.
Rienzi and Garcia, the high-profile couple in the fitness industry, note how ZOA is not only a healthy alternative to those market incumbents, but it can be consumed to help enhance performance for sports enthusiasts as well.
“I am delighted to share ZOA with the customers we passionately serve,” Garcia, who also owns XFL, said. “Throughout all my endeavors, I’m committed to cultivating the human experience and providing tools to be and perform at our best.”
Rienzi added: “Energy and immunity play an essential role in performance, wether insider or outside the gym. As an industry specialist, I’m keenly aware that the quality of what we put in our bodies impacts our entire society.”
While ZOA provides another option to health-conscious consumers, it is near and dear to The Rock himself as the Jumanji actor has experienced a tumultuous 2020 from losing his father due to a heart attack at the beginning of year, to later recovering from COVID-19 along with his whole family.
“It’s as if the kaleidoscope shifts a couple of times, and now you see life in a different way, where you’re grateful for every little moment that comes your way,” Johnson told me, noting how his experience resonates with many people around the world.
“We all know people who have had COVID, who’ve lost their lives, and it really shifted our perspectives. [We become] more focused, more determined, and more understanding that we have a unique opportunity with ZOA to create something innovative and good for people.
Johnson added: “At the end of the day, [COVID] can strip everything away, the little bit of success that we’ve been very lucky to have, it comes down to taking care of the people — that’s our number one boss.”
ZOA targets beyond just gym-goers, as its branding reflects the Polynesian word for warrior “toa,” and the letters A and Z represent an inclusive consumer base, according to Johnson.
“It took us some months before we finally landed on this idea [of creating a brand] for everyday warriors, regardless of age, gender, where you come from, culture, religion, or what you do for a living,” he said.
The former WWE wrestler is no stranger to the consumer industry as he has launched Teremana Tequila last year, and has cultivated a savvy businessman image through social media in addition to being recently named the Most Likable Person in the World by The Profile.
The secret weapon to his business excellence, in Johnson’s own words, is to “start with an ambition and an appetite for what you want to accomplish” and treasure the value of working with the smartest people who share similar visions.
“All I want is to create a product that can take care of the consumer, and in some way, enhance their lives just a little bit better,” he said.
The ZOA team said the energy drink line is the “first manifestation” of their company, and they will develop more health-focused products over time for the market.
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