Page 25 - Retail World March 2021

MARKETING NEWS BEVERAGE IN COLES ‘A FIRST’ WITH NEUROSCIENTIST Dubbed “the world’s smartest drink”, Ārepa has officially launched into the top 200 Coles stores across Australia. Formulated by an Australian neuroscientist, the “first of its kind” beverage is said to provide a caffeine- free, sugar-free, plant-based and healthy alternative to enhance mental clarity. It’s claimed to be “scientifically proven” to keep those consuming it feeling calm and thinking clearly under moments of pressure. Ārepa’s “patented” drink formula heroes neuroberry – a unique variety of blackcurrant – which is claimed to have “exceptional properties” underlying its effects as a mood and cognitive enhancer. With the product designed to remove ‘brain fog’, consumers are advised to drink Ārepa in full, 20 minutes before an important moment or task. For a slower release, Ārepa has developed a Lite + Sparkling drink that can be consumed at any time throughout the day for “enhanced or sustained brain function”. The New Zealand owned and run brand is said to have received an “exceptional response” locally, becoming the market leader and one of the fastest selling health drinks since its launch in 2017. Ārepa founder Angus Brown says he is now excited to welcome the brand into Coles. “At Ārepa, our number one focus is that our brain drinks deliver a noticeable and positive felt-effect of mental clarity that is backed up with world-leading neuroscience,” he said. “That’s why we’ve had so much success in New Zealand: our customers can feel the benefits. I’m thrilled to introduce what I believe is one of the world’s smartest drinks to Australian consumers and continue our research with a leading Australian neuroscientist at the helm.” Ārepa’s 300ml bottles of Performance (RRP $6.99) and Lite + Sparkling (RRP $5.99) are now available from the chilled beverage aisle 200 Coles stores across Australia. CURRY FOR A CAUSE TO SUPPORT STRUGGLING BALI With travel restrictions still prominent across the nation, says Passage Foods, one of Australia’s favourite holiday destinations, Bali, has been left in “dire straits” as families – who heavily rely on tourism – struggle to buy everyday essentials, including food, baby formula, nappies and medicine. Aiming to alleviate this hardship and help the holiday hotspot get back on its feet, the Australian owned, family- run company has launched Curry for a Cause, an initiative supporting the people of Bali through a “substantial donation” to Yayasan Solemen Indonesia Foundation. Described as “saucy and aromatic”, the Curry for a Cause Balinese simmer sauce is said to offer everyday Aussies the opportunity to enjoy the authentic flavours of Bali at home, while playing their part in providing much-needed support to those in Bali doing it tough. Passage Foods General Manager Simon Bartram says the business is proud to offer its support in this difficult global situation. “As frequent travellers to the region, we’ve experienced first hand both the significant contribution Australian tourism has on the Balinese economy, and the harrowing burden on communities when this is threatened,” he said. “We felt compelled to make a positive difference to a country and destination that’s heavily reliant on tourism.” “Created with love” for the disadvantaged people of Bali, 100 per cent of the proceeds from each sale of the Balinese curry will go directly to the people of Bali, via the Yayasan Solemen Indonesia Foundation, a local Indonesian organisation whose goal is to alleviate the misery of extreme poverty by bringing hope and sustainable solutions to those in need. Sold online exclusively through auspantry.com, Curry for a Cause can be bought online and delivered Australia-wide. MAR, 2021 RETAIL WORLD 23