We’re not marketing the ingredient, we’re marketing a feeling, and building a brand around that

We’re not marketing the ingredient, we’re marketing a feeling, and building a brand around that

“The reason Recess​​ is working is because we’re not marketing the ingredient, we’re building a brand,” ​says Benjamin Witte, who launched his sparkling water infused with hemp extract and adaptogens about 12 months ago and is now selling it online and in around 3,000 stores in New York, Southern California, and Miami – with Chicago,


“The reason Recess​ is working is because we’re not marketing the ingredient, we’re building a brand,” ​says Benjamin Witte, who launched his sparkling water infused with hemp extract and adaptogens about 12 months ago and is now selling it online and in around 3,000 stores in New York, Southern California, and Miami – with Chicago, Nashville and Austin to follow.

“I look at CBD as the caffeine of the 21st​ century, but they don’t call it the caffeine category, they call it the energy category,” ​Witte told FoodNavigator-USA. “Red Bull isn’t a caffeine drink, it’s an energy drink, they’re marketing the feeling: it gives you wings.”

How big is the addressable market?

Recess – straplines: not tired, not wired… calm, cool, collected… an antidote to modern times… – is about “taking moments out of your day to reset and rebalance to be your most productive and creative self,” ​he says, and is tapping into a market opportunity that could be every bit as big as the energy category.

blackberry chai

INGREDIENTS (blackberry chai): Filtered water, blackberry chai concentrate, organic cane sugar, schisandra powder, ginseng powder, l-theanine powder, 10mg full spectrum hemp extract. Each can has 25 calories and 5g added sugar

“It’s a universal value proposition just like energy and we’re seeing extremely strong velocities in every channel we’re in.

“Not everyone needs collagen protein, but every single person needs to take a recess, they are looking for solutions to feel in control and reduce anxiety, whether it’s mindfulness, yoga or medications. They want to feel balanced and calm. It’s not about making you sleepy before bed. I see it as a productivity enhancer, something instead of a mid-afternoon coffee, but there are multiple usage occasions.



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