6 – Hint (fruit water, minus the sweeteners and preservatives)
By Elaine Watson
- Last updated on
It’s taken more than a decade of hard work, but Hint Inc founder and CEO Kara Goldin has carved out a significant niche in the beverages category with her still and carbonated waters with a ‘hint’ of fruit, natural flavors and nothing else (no sweeteners, preservatives, or colors).
Goldin’s success, noted Dr Richardson, reflects – among other things – Goldin’s stubborn refusal to listen to established wisdom in the trade (when she began, R&D experts assured her that she would not be able to formulate her products without sweeteners or preservatives; they were wrong).