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Dirty Lemon just acquired an app that’ll boost its text-to-order user experience


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Photo: Instagram/@gelcream via @dirtylemon

When Dirty Lemon launched in 2015, the practice of imbibing for wellness benefits and glowy skin wasn’t the ubiquitous practice it’s since come to be. But now, the direct-to-consumer functional beverage brand known for its detoxifying effects is essentially a pioneer of the booming drinkable wellness niche. And given recent news that the company just got its activated-charcoal-laden hands on new tech, you can expect an improved text-to-order user experience soon. And, perhaps more excitingly for wellness beverage connoisseurs, way more flavors.

Dirty Lemon plans to adapt the app’s successful technology model to offer a better ordering and distribution platform—which will allow the company to release more products.

The new tech comes from a weather app called Poncho, which Fast Company reports Dirty Lemon just acquired. Prior to the purchase, Poncho worked a conversational (as in texting and emailing) app that, according to an emailed Dirty Lemon press release, boasted a 90 percent retention rate—the strongest conversational service to date. So, Dirty Lemon plans to adapt the app’s successful technology model and offer a better ordering and distribution platform to its collagen-sipping customers.

Furthermore, a brand rep shared that the acquisition is expected to lead to rapid growth and expansion, meaning a new product every month this year. And considering the company has only developed seven flavors in its three-year existence, that’s pretty impressive.

“This partnership advances our vision to build a frictionless conversational platform by expanding our technological capabilities as an organization,” says Zak Normandin, CEO of Dirty Lemon.

At the moment, Dirty Lemon is keeping the yet-to-be-released flavors and their functional wellness powers bottled up. But, considering that CBD is showing up in everything from mascara and chocolate to lotion, I’m putting my money on a concoction containing the buzzy ingredient.

Thinking about placing your text order? Here’s what to know about Dirty Lemon’s millennial pink beverage and its take on matcha

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