Goldin, who had been a vp at AOL, came up with the idea when she was diagnosed with gestational
diabetes while she was pregnant in 2004. She and her husband and partner, Theo, first sold the beverage to health-food stores and yoga studios, pitching it to consumers who were not just
health-conscious but also might have issues such as diabetes or heart trouble.
Revenue last year was $12 million, Goldin says, a 20% increase over 2008. This year, Hint will break its first mainstream online ad campaign, followed by TV spots and billboards. It plans to spend $3 million, or 30% of sales, on advertising. Goldin isn't concerned about getting too big. "Consumers may say they have an issue with brands because they are too mass, but availability of product is even more important," she says.
advertisement
advertisement