At BrauBeviale, Claire Phoenix talked to Noa Relaxation Drinks’ Noa Fridmark and Robert Grenmark about the development of the company’s award-winning functional drink.
Winners of the best functional drink category in FoodBev Media’s World Beverage Innovation Awards – sponsored by Rexam – presented at BrauBeviale in Nuremberg, Noa Relaxation Drinks from Sweden only came to fruition this year.
The brainchild of Noa Fridmark of Sweden, he conceived the idea while on holiday with his girlfriend when he was looking for a way to change his life and realised that one of the biggest dangers to our lives today is that of stress. As a designer he is highly aware of the impact of beautiful packaging and great shelf stand out.
The first variant uses rhubarb which gives it the natural pink colour and there are plans for Crabapple gooseberry, and Blueberry birch sap flavours.
Noa is working with ex-Red Bull Nordic general manager Robert Grenmark who has plenty of ideas for some great promotions for this striking new category beverage.
Here they both explain some of the strategy behind the brand and how they are looking for partners and distributors.
Recorded, produced and hosted by: Claire Phoenix, Andreas Exarheas and Bill Bruce
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© FoodBev Media Ltd 2021
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