Bella Berry beauty drink on finding the right retailers and investors

By Rachel Arthur contact

- Last updated on GMT

Superfruit, summer fruit and tropical: the Bella Berry line-up
Superfruit, summer fruit and tropical: the Bella Berry line-up

Related tags: Drink, Vitamin c, Alcoholic beverage

Beauty drink Bella Berry launched in the UK last year with a mission to bring beauty drinks to a mass market. One of the key lessons for the brand has been to learn who the right retailers for the drink are, as it continues to build listings both in the UK and abroad.   

The company is also launching its first round of investment to propel it to ‘the next level,’ which includes a hard launch this summer. Bella Berry’s co-founder and CEO, Suzannah Baker, tells BeverageDaily that getting the right investors – those with industry know-how – will be crucial for the brand’s further development.

Collagen and beauty drinks

Bella Berry beauty drinks contain natural juice; vitamins C, B complex and zinc; green tea extract, and collagen. It is free from added sugar, preservatives and flavorings.

It comes in the varieties of ‘superfruit’ (pomegranate, blueberry and acai), ‘summer fruit’ (raspberry, apple and pear) and ‘tropical’ (pineapple, lime and mint), in 250ml bottles.

The beverage has been designed to take on a mass market – something you can buy and enjoy like any other drink – "you don’t want to be reminded over lunch that it’s got this percentage this and that, and will increase your skin elasticity," ​Baker told BeverageDaily as the brand geared up for launch last year (you can read more about the beverage itself in full here​).

But explaining the beverage to the mass market has been one of the biggest tasks over the last 10 months since the brand’s soft launch, said Baker.

“We have been creating a new category, so there has been a huge amount of explaining to do with customers and retailers – and we are only at the start of that journey,” ​she said.

“Leaders in adjacent pharmaceutical categories – in particular the fabulous Gold Collagen [a 50ml shot] – have been investing a lot to open consumers up to collagen and beauty drinks, and so we have benefited from that. 

“The category is actually one of the fastest growing globally, albeit from a low base in Europe, and we remain uniquely positioned.”

Baker says the drink has flown off the shelves in the right retailers – but the brand has had to learn who these retailers are.

“Whole Foods and Ocado have seen fantastic sales rates, and have consistently positive reviews on the drink,” ​she said. “It has also been interesting to see the emergence of Amazon and other e-sites growing as a portion of the sales.

“We haven’t sold well in very small convenience stores where Bella Berry is one of the most expensive drinks on the shelf, and the customer base isn’t too engaged in finding out about functional benefits.”

International markets are also key for Bella Berry, given an increased awareness in the category in markets such as Asia. 

“We have listed with international markets – this is not typical for a company at our stage but in the case of nutraceuticals and beauty drinks, Asia, the Middle East and Nordic countries (where we are sold) are much more advanced than the UK,” ​said Baker.

Industry insiders crucial to a growing brand

The company is now gathering investors and has already gained support from some cornerstone individuals who are familiar with the drinks and nutraceutical industries.

And Baker says it’s this industry expertise that becomes even more important to a brand as it grows.

It has gained a slot in the Seed Enterprise Investment Scheme (SEIS), which offers tax breaks to investors, in return for investment in a qualifying UK start-up.

“We want industry insiders as our investors – getting money is relatively easy given the SEIS scheme, which means only around 30% of any investment is at risk, and profits are tax free,” ​said Baker.  

“But I want to bring people in who can bring advice and connections and add value to the business, to help us get to the next level.”

Related news

Show more

1 comment

OCEAN FRESH WATER

Posted by Jacques LE MOIGNE,

Hi

I gather that this company is deploying in the UK.

Interesting article. OCEAN FRESH WATER (www.ocean-fresh-water.com) is also considering the UK as a commercial deployment and investment field.
Any advice would be appreciated.
Kind regards,
Jacques Le MOIGNE
CEO
OCEAN FRESH WATER

Report abuse

Follow us

Featured Events

View more

Products

View more

Webinars