The Trump family has expanded their entrepreneurial reach into the lucrative soft drinks market with two new products: Sollos, a yerba mate launched by Donald Trump's son Barron, and Blue Raz Slush, an energy drink co-created by his granddaughter Kai. This foray into the beverage industry raises questions about their ability to capture market share in a highly competitive sector.
Barron Trump, 20, is one of five co-founders behind Sollos, a pineapple and coconut-flavoured yerba mate that boasts 'organic raw honey' and 'organic monk-fruit extract'. The brand's Florida-inspired aesthetic is evident in its branding, which describes the creators as having 'been obsessing over one flavor until it was flawless'. Sollos is priced at $39.99 (approximately £31.50) for a 12-can pack – a premium price point that may deter some consumers.
Kai Trump's Blue Raz Slush, on the other hand, is an energy drink created in partnership with existing drinks company Accelerator. Touting 'clinically proven benefits' and accelerated metabolism, the product claims to evoke nostalgic summertime memories. While its packaging makes bold claims, a linked study was reportedly unavailable on Accelerator's website. Blue Raz Slush retails for $24.99 (approximately £19.60) per 12-can pack.
Initial taste tests have yielded mixed results for both beverages. Sollos has been likened to 'suncream mixed with pineapple juice', while Blue Raz Slush was compared unfavourably to Red Bull, albeit with a 'more chemical finish'. The high pricing of Sollos raises questions about its market positioning in the health and energy drink sectors.
The Trump family's entry into the soft drinks market may be seen as an attempt to capitalise on their public profile. While the focus is currently on the US market, the implications for brand recognition and potential international distribution are significant, particularly given the family's existing global business interests. Ultimately, consumer reception will determine the success of these products beyond their initial novelty value.