Aim for the skies: Malaysian nootropic beverage firm Eureka Drinks aims for 45% growth in 2023

The firm plans to increase exports from eight to 13 containers monthly for its four SKUs, comprising three shots and one canned beverage, to various APAC countries like Singapore, China, the Philippines, Macau and Hongkong. Usually, the firm would ship six to eight containers monthly, and each container could contain around 61,000 shots or 58,000 tins.

Additionally, its chemists are working on eight more nootropic SKUs to be manufactured in the same OEM plant located in Johor Bahru, Peninsula Malaysia.

“We want to expand organically in the markets we have already managed to enter. I saw a need in the market and fulfilled the gap. People need the energy but do not want it in bulky cans. They also prefer premium quality, but it needs to be small (in volume),”​ said director and founder, Fadzrul Dullie.

This forecast came on the heels of Eureka’s recent engagement with the Singapore-based halal alliance​ to enter the Singaporean market. It was executed through the involvement of the Halal Development Corporation (HDC), an agency under the Malaysian Ministry of International Trade and Industry (MITI). With the alliance’s assistance, he is now planning to export five to six containers of beverages to Singapore.

Promoting nootropics​

According to Fadzrul, who studied law and economics in London and Sydney, nootropic consumption is pervasive in those regions. Nootropics are defined as substances that positively influence cognitive ability.

However, he believes there is room for further exposure to nootropics in South East Asia and the Asia Pacific region. Hence, he established Eureka Drinks, a radical new arm of building and construction company Beta Maju, in March 2020.

After 10 months of research and development (R&D), Eureka conceptualised three shots – the Alert+Awake Energy, an espresso-based Alert+Awake Xpresshot and the Dream Aid Sleep – and a canned Alert+Awake.

The beverages contain the full vitamin B range, CDP-choline and guarana. The Dream Aid shot also contains valerian root, GABA, 5-HTP and L-theanine to promote restfulness. The range is low in calories, non-carbonated, vegan-friendly and gluten-free.

To gain a competitive edge over other performance beverages, Fadzrul adds value through volume and pricing. Each shot is 90ml and retails around RM10 (USD$2.20) in Malaysia, while the can contains 300ml of beverage and retails around RM4 (USD$0.90).

In the market, shots are usually sold in bottles of 60ml to 80ml and priced at around USD$3.60. The Eureka can is also claimed to be 20% larger in volume compared to other brands. Competitors also priced their cans up to RM7 (USD$2) each.

The beverages, targeting active, affluent adults aged 25 to 55, are widely available now in pharmacies, convenience stores, mom-and-pop shops, petrol stations, retail chains, minimarkets and supermarkets in various countries like Malaysia, Brunei, South Korea and Dubai.

The drinks are also available on e-commerce platforms like Shopee, Beli-Beli, GrabFood, Foodpanda, Youbeli, Jocom, HalalFoodMaster, Coupang South Korea and Tradeling Dubai.

“People are getting more educated. Shots have taken off overseas. We aim to provide the function you need in a healthier manner that is plant-based and with sugar-free options. I hope when the market thinks of nootropics, they think of Eureka Drinks,”​ he said.

Sky-high innovation​

When asked about the highly specific amount of 90ml for the shots, he said it was part of the firm’s strategy to serve frequent and long-haul flight passengers who are also premium members of Malaysia Airlines (MAS). Since February 2022, the three shots have been made available at the MAS first-class lounge in Kuala Lumpur International Airport (KLIA).

“The rules specify that liquids must be less than 100ml to enter the plane, so we produce 90ml shots. The idea is that on the red-eye and long-distance flights, consumers can take the shots to beat jet lag or take the Dream Aid to sleep,”​ said Fadzrul.

He is currently searching for like-minded distributors who advocate better nutrition. He also said Eureka Drinks​ still has a long way to go in the nootropics and performance beverages sector.

“A famous canned brand in the market already has 36 years under its belt. There will be more challenges for us, but this is fun. Knowledge in this area (among consumers) is still slight. I hope that we’ll continue to grow. We’ve got a huge mileage to cover,”​ he said.