London based start-up Bella Berry launches range of three beauty drinks later this month, targeting the burgeoning beauty-on-the-go market. The first drink with beautifying ingredients to be aimed at the mass market, Bella Berry will be sold in the convenience aisle and feature a unique mix of superfruits, antioxidants and premium marine-sourced collagen (rsp: £2.49/250ml).
Following the success of Gold Collagen, all-natural Bella Berry breaks the traditional image of beauty drinks being expensive and tasting medicinal.
“We want to bring beauty drinks to the lunchtime market,” explains CEO and founder Suzannah Baker. “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 brand already attracted the attention of a number of multiples in 2014 when it was awarded runner-up prize at Drinkpreneur Live! event. These famously included Tesco category head buyer David Beardmore who publicly declared Bella Berry to have found ‘a huge untapped market’. Increased consumer knowledge about healthcare, and the desire for multitasking food means that functional beverages outperformed the soft drink category from 2012-13, enjoying 16% growth.
Bella Berry is founded by a husband and wife entrepreneur team and is backed by the beverage logistics company behind health drink Alibi, and Itsu own label drinks. Fruit producer and NPD plant Cobell were tasked with formulating the three flavours: Pomegranate, blueberry and açai; apple, pear and raspberry; and pineapple, lime and mint. Consumer taste tests show no recognition of the inclusion of collagen – something which existing beauty drinks have struggled to hide.
With a sales strategy starting off in London and major UK cities, the company aims to swiftly expand to include the export market. Euromonitor recently claimed that the global beauty-from-within market is set to hit a value of $5 billion in 2015, with the largest market being the Asia Pacific region.