Jel Sert

Jel Sert is a beverage and food manufacturer cited as a case study for successfully utilizing mainstream pricing strategies to drive incremental retail turns in the functional beverage space.

Rather than relying on functional-premiumization—which demands unproven, high-ticket consumer adoption—Jel Sert layers functional benefits (such as alkaline hydration, immunity, or energy) into products while maintaining established price architectures. This strategy reduces retailer reset risk, drives incremental growth on top of the set, and achieves the high production volumes necessary to negotiate down variable costs and maximize the overall contribution margin.