The Venture Edge

I was somewhat amused to learn today that Hansen Natural Corp -- the Corona, California-based beverage manufacturer -- has decided to change its name. Now, before I tell you what the company's new name is, let's first consider for a moment the feelings that Hansen's products evoke within most fans. Although Hansen has been has been around since 1935, it was the introduction of a line of natural sodas in the 1970s that put the company on the map nationally. At a time when most sodas were being crammed full of preservatives, caffeine, sodium, and artificial flavors and colors, Hansen's sodas were noticeably missing these fancy modern ingredients. Instead, Hansen's sodas used strictly natural ingredients. As a result, they became popular with people who decided that if they (or their kids) were going to drink sodas, at least they could drink sodas that were relatively healthy. The company's advertising reflected this natural message, leaning heavily on photos of green pastures and natural outdoor settings.