Additionally, as consumer preferences have evolved — namely toward lower-sugar options — this year Mamma Chia will reduce sugar content across its beverage line. More low-sugar innovation is also on the table: earlier this year the company launched a new line of unsweetened plant-based chia milks, which are in 425 stores so far. Once the new lower-sugar chia beverages roll out, the plan is to invest in digital media efforts, partner with keto influencers and add a 'keto-friendly' callout to labels to attract new consumers, Hoffman said.