Containing natural ingredients such as green tea, chamomile and lavender, the beverage and lifestyle brand launched in April last year. It is already available in 16 markets; and plans to be in 50 countries by the end of this year.
Behind the brand is founder, CEO and ‘Chief Relaxation Officer’ Ahmed Elafifi, whose previous roles include chairman and managing director of Coca-Cola Hellenic Polska and board member at Red Bull.
Chamomile, lavender, lemon balm
Tranquini is a lightly carbonated drink, positioned as ‘a relaxation beverage containing ingredients that occur in nature and are scientifically proven to reduce stress and relieve anxiety without causing any drowsiness.’
The drink includes green tea (containing natural theanine), chamomile, lavender, and lemon balm extracts. It is preservative-free, does not contain artificial colorants, and has around 30% less calories compared to most juices or standard sugar-based soft-drinks.
It is available in three variants: Tranquini, Tranquini Jade and Tranquini Zero (a no sugar version using a combination of sweeteners including stevia).
Functional relaxation beverages: gaining momentum
Elafifi sees a shift from a high-pace and high-stress society, to one which recognises the need for relaxation. He sees Tranquini as a pioneer in the relaxation beverage category, appealing to consumers worldwide who seek a more balanced lifestyle.
“Our overarching mission is to encourage a positively relaxed lifestyle,” he told BeverageDaily.
“There has been a noticeable lifestyle shift globally, whereby people are increasingly looking for a balanced lifestyle, where work and career are of equal importance to one’s health or time with family and friends. In 2016, and beyond, we hope to play an important part in this shift.”
Creating a brand for a new category did have its challenges however, said Elafifi, given that the product wanted to aid relaxation without drowsiness, meet regulatory requirements in all markets, and still have an appealing taste.
“The functional relaxation beverage market is still in its nascent stages, and it is exciting for Tranquini to be at the forefront of this evolution,” Elafifi continued.
“We are confident that this category has tremendous potential and we are already seeing that it is gaining momentum given the already strong response to Tranquini in each and every country we have entered.
"We see that consumers are increasingly investing in products that serve a purpose beyond their initial function, and we believe Tranquini is part of a broader lifestyle movement.”
Experience and expertise: the key to fast growth
The Austria-based brand launched in April last year, and was available in 16 countries by the end of the year, including Austria, Switzerland, South Africa, Egypt and Hong Kong.
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It plans to be in 50 countries by the end of this year, including the UK, France, Germany, China, Jordan, Morocco, Ireland, Italy, India, Belgium, Indonesia and Singapore.
Elafifi believes his experience and that of his team will be the key to fast expansion, with the US also in his sights for the not too distant future.
“This expertise, coupled with our solid distribution partnerships around the globe, ensures we are strategic both in our market entry, fast commercial execution and ongoing in-market activity,” he said.
Tranquini’s expansion in 2016 is backed by its ‘Tranquini Feel the Flow’ campaign across 30 countries, with a manifesto film directed by Velocity Films’ Gregg Bailey, who has previously shot advertisements for brands such as Adidas, Puma and Guinness.