Premium strawberry-maker Oishii and wellness brand Apothékary joined forces to develop Apothékary x Oishii Rosé Tinted Glasses tincture, a Japanese-inspired, mood-boosting tincture rooted in their aligned philosophies of delivering premium and healthy products.
The special edition floral and berry tincture, launched last month, contains Oishii’s Omakase Berries and Japanese cherry blossoms for antioxidant support.
“The product was designed to mirror the artisan quality of fruit that is common in Japan. There is a dedication to the perfect fruit; always yearning for continuous improvement to hit that perfect ‘path.’ The Japanese Omakase fruit in strawberries is one we have seen everywhere in Japan right now. There are strawberries on every block. They represent the sweetness to life without the sourness you get in the US. There is a specialness to the Japanese strawberry in particular,” Shizu Okusa, Apothékary’s CEO and founder, explained.
Aligning on shared values
As health-forward brands offering premium products and Japanese-inspired quality and craftsmanship, the collaboration was an ideal fit for the two businesses, according to Oishii’s brand director Melissa Cohn.
“Apothékary’s deep expertise in herbal medicine and functional ingredients complements Oishii’s strengths in growing clean, always-in-season strawberries, creating a unique synergy that elevates both brands,” Cohn said.
For Oishii, which is known for its vertically farmed, pesticide-free strawberries and tomatoes that deliver consistent quality and supply year-round, the partnership “allows us to go beyond the berry aisle” and into the wellness space, Cohn explained.
“We are tapping into new ways to connect with our fans, reaching fresh audiences and creating a product that is equal parts functional, flavorful and fun. It is a juicy step forward in our mission to build a lifestyle brand at the intersection of taste, health and innovation,” she said.
Launching during AAPI Heritage month added another touchpoint
The collaboration also served as a segue to promote Asian American Pacific Islander Heritage Month.
“This launch is also timed to AAPI Heritage Month, which is incredibly important to me that we continue highlighting our roots as two Japanese-inspired brands uniting together in a time where the world is stressed, confidence is low and feeling exhausted – so we want to bring some mood-boosting, delicious and uplifting products to the market,” Okusa explained.
Apothékary worked with AAPI content creator Elle Luan to develop a recipe booklet featuring the tincture in four recipes.
“Our community loves functional drinks and mocktails and we knew Elle’s innovative approach to recipe development would help bring the product to life in a way that feels both approachable and elevated,” Okusa said.
Navigating price and branding challenges
When Oishii began selling its Omakase Berries in 2018, they retailed for $50 a tray of eight berries. After expanding its vertical farms in New Jersey and investments in automation and machine learning, the company was able to drop its price points between $12 and $15 for a tray of eight and 11 berries, respectively.
The co-branded Rosé Tinted Glasses tincture sells for $45 for a 1-ounce bottle compared to the standard Rosé Tinted Glasses tincture, which costs $39 for a 1-ounce bottle on Apothékary’s website. Developing the right price point was a challenge due to the cost of Oishii’s Omakase Berries, according to Okusa.
“One challenge was keeping the price in line with our current tincture – the Omakase Berries themselves are a bit more expensive given how they are produced and taste, and it was important for both brands to create a product that still felt accessible and in line with our current offerings,” she said.
Like any collaboration, Okusa emphasizes the importance of flexibility for crucial branding and design decisions as well.
“With any collaboration, especially with two big brands that are incredibly design and brand focused, you have to be amendable on both sides on feedback for product labels, ad copy, photography and so much more. We loved working with the Oishii team on the process from start to finish and are incredibly proud of the product,” she said.
Opportunities in co-branding
Co-branding provides brands with different use cases for their products and can lift sales – such as Ithaca Hummus and olive oil brand Graza’s collaboration for their Olive Oil & Sea Salt hummus, which is expected to reach $50 million in sales in 2025.
Oishii’s collaborations with other brand partners, such a Koyo Berry-infused salt with Jacobsen Salt Co. and Omakase Berry mille crêpes with cakemaker Lady M, “make it clear that there is strong consumer demand to experience Oishii in fresh and exciting ways,” Cohn said.