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*Hib! launched in the UK and European market at Anuga is the first super flower drink, made from the calyx of the Hibiscus Sabdariffa bush. *

Ruby red Hib! in hibiscus and peppermint, hibiscus and grape, a lightly sparkling variant and a cordial is the brainchild the brainchild of West African-born Marx Ayigbede and his partner Anita Doran.

Growing up in Benin, Marx loved a home made drink his grandmother would make from an infusion of the dried calyx from the hibiscus flower bush. He says he thinks the UK and European market will love the drink because it tastes great, is very refreshing, has a clean aftertaste, and is natural and healthy.

Hib! aims to be stocked in all sectors of the market. The company, which has enlisted Alan Ramsay Sales & Marketing, is already in talks with a national supermarket chain. Sales expectations are 1 million litres in the first year.