The brand was created as part of the company’s Lighthouse incubator program.
Ocean Spray Cranberries Inc., Middleborough, Mass., said Lighthouse — its innovation incubator — launched Atoka, a line of herbalist-crafted plant-based drinks offering a variety of health benefits. Atoka is Ocean Spray’s first-ever new brand and ushers in the next era of products that will be emanating from Boston-based Lighthouse.
Ocean Spray said it founded Lighthouse to inspire collaboration, creativity and ingenuity, with rapid innovation playing a critical role in the cooperative’s growth. Taking an entrepreneurial approach to innovation, Ocean Spray is moving out of its comfort zone, creating new products that resonate with a more diversified audience. The Lighthouse incubator is Ocean Spray’s way of building innovation from within the cooperative.