London-based start-up Bella Berry is preparing to launch the first beautifying drinks range to the mass market as it targets a “burgeoning” category.
Containing superfruits, antioxidants and premium marine-sourced collagen, the drink aims to provide a better tasting alternative to existing “beauty-on-the-go” products. It is available in three flavours – pomegranate, blueberry and açai; apple, pear and raspberry; and pineapple, lime and mint. Bella Berry claims that consumer tests have shown that these conceal the unpleasant flavour of collagen in a way that other brands have struggled to do.
Suzannah Baker, the company’s founder, said: “We want to bring beauty drinks to the lunchtime market. We have taken a product that is hugely successful in one category – the vitamin aisle – and adapted it to the convenience market, where our customers want to see it. Bella Berry speaks to this vast consumer group by being affordable, easy to find, and most importantly it tastes amazing.”
The company claims that “the desire for multitasking food means that functional beverages outperformed the soft drink category from 2012–13, enjoying 16% growth… Euromonitor recently claimed that the global beauty-from-within market is set to hit a value of $5bn in 2015, with the largest market being the Asia Pacific region.”
It will be supported by a sales strategy in London and other major UK cities, followed by expansion into the export market.
Bella Berry will be available in colourful 250ml packaging formats at a price of £2.49.
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