Veteran of the CPG industry, Barak Bar-Cohen, believes that technology and robotics can drive the food and beverage sector towards future innovations. He founded Sojo Industries, a manufacturing company that utilizes robotics to partner with food and beverage companies in creating bulk “variety packs” for items like snacks and drinks, with an emphasis on reducing emissions throughout the food supply chain. Bar-Cohen credits his late father, Dr. Avi Bar-Cohen, a thermal science expert who collaborated with NASA on mobile rovers for lunar and Martian missions, for inspiring him to incorporate automated machinery into his new venture. In a conversation with Food Dive, Bar-Cohen suggested that the current challenges faced by food and beverage companies—ranging from adapting to consumer trends to minimizing emissions—can be effectively addressed through robotics.
Bar-Cohen previously served as the Chief Operating Officer at Bai Brands, a beverage company known for its “better-for-you” drinks, from 2012 until its acquisition by Dr Pepper Snapple (now Keurig Dr Pepper) for $1.7 billion in 2017. Reflecting on his experience, he noted that at Bai, 100% of their variety packing was done in-house, where variety packs constituted around 40 to 50% of their volume. However, managing this was difficult, as over 80% of the industry still relied on manual processes. This led them to invest in a robotic cell, which was operational for only a few months before the sale of the business.
After leaving Bai, Bar-Cohen received numerous inquiries from industry colleagues about successfully scaling variety packs. Following his father’s passing in October 2020, he revisited many of his father’s publications. Dr. Bar-Cohen was recognized globally for his expertise in heating and cooling electronic components and had a significant role in NASA projects, including the Mars mission that featured the Sojourner robot, named after the African-American abolitionist Sojourner Truth. Inspired by this legacy, Bar-Cohen sought to apply robotics to the variety pack sector, drawing parallels with the wine industry, where corking and bottling often occur at the vineyard instead of the production facility. He shortened the name Sojourner to “Sojo” and filed several patents related to the innovative use of robotics in manufacturing.
Since the beginning of the year, Sojo Industries has successfully eliminated 635 metric tons of CO2 emissions by bringing production lines onsite, which reduces the need for global shipping—equivalent to the emissions from 418 flights from Newark to LAX. The company is also proactively addressing the FDA’s Food Safety Modernization Act changes set to take full effect on January 20, 2026, by adopting a technology-driven approach.
Bar-Cohen emphasizes that the demand for variety and multipacks is increasing, particularly among younger consumers. Brands in the alcohol sector, like White Claw and Truly, are reporting that 80 to 100% of their sales come from variety packs sold in grocery stores and liquor outlets. Data analytics is playing a crucial role in this trend, allowing brands to refine their offerings based on consumer behavior and preferences.
In this evolving landscape, brands must adapt to consumer expectations for healthy hydration and transparency regarding ingredients. Bar-Cohen sees this shift across various sectors, including alcohol, where consumers are increasingly concerned about the healthfulness of what they consume. He also notes that brands need to incorporate climate responsibility into their narratives.
Through his journey, Bar-Cohen has accumulated valuable insights into navigating the complexities of a startup within a challenging economic environment, especially regarding logistics, real estate, and supply chain management. He recognizes that unless you are a major player like Coke, Pepsi, or Nestlé, most brands do not own their production means. This necessitates investing in technologies, such as blockchain, to track supply chain activities effectively.
Furthermore, Bar-Cohen reflects on the evolution of consumer preferences, noting that brands must not only focus on healthy options, like calcium citrate chews 600 mg for nutritional benefits, but also demonstrate a commitment to sustainability. As the market continues to shift, he anticipates a broader application of variety packing principles across various industries, including health and beauty.