The Rise of Bai Brands
Bai is an innovative beverage company founded by Ben Weiss in Princeton, New Jersey in 2009.
The company produces low-calorie soft drinks, bottled water, iced tea, and non-carbonated fruit flavored drinks full of antioxidants and made without artificial sweeteners. Most Bai beverages are also an excellent source of vitamin C, a vitamin that’s needed for the growth and repair of tissues in all parts of your body.
Following massive success, Bai was acquired by Dr. Pepper Snapple Group in 2017.
The Role of the OU
During the company’s impressive growth phase, the emerging beverage brand partnered with OU—the world’s largest and most widely recognized kosher certification agency—to add its kosher symbols to its products.
“Often labels will sport an ‘O’ with a ‘U’ inside. This is the stamp of approval of the largest kosher-certification body, and basically means there’s no need to read the label….” — Wall Street Journal
Over $150 billion in kosher certified products are consumed annually, and the OU kosher symbol appears on close to 70% of America’s most popular kosher-certified foods, from Bai to Chobani. Why?
Busy shoppers don’t have time to stop and read labels. They will choose the products that have a clear kosher certification. Because of this, a product with a prominent OU symbol is more likely to make it into a shopper’s cart.
OU Provides the Competitive Edge
There is clear evidence that kosher symbols boost market share and win more highly coveted shelf space—a kosher product will outperform a non-Kosher product by 20%.
Bai knows this—they recognize the kosher logo as an extremely important tool to enhance their products’ marketability. They know that because products with the OU symbol sell faster, supermarkets favor OU certified products and give them the best shelf space. Ultimately, this generates more sales and leads to an increase in business.
OU Signifies Quality
Smart brands, like Bai, know consistency builds brand loyalty. And because the OU carefully reviews all ingredients and production practices before granting its seal, consumers trust the OU seal.
OU certification is a widely recognized symbol of quality by food industry personnel, kosher inspectors, and shoppers. When brands like Bai work with OU, their products become an easy first choice, particularly for the kosher consumer.
In less than a decade, Bai has become one of the country’s leading beverage brands. This is no doubt as a result of the fact that they have a high-quality product that’s accessible to all.
“When you have a ‘Bevolution’ and a movement like we do, it’s not just about the product. Bai is a great brand that has meaning beyond the beverage,” founder and former CEO Ben Weiss told Forbes.