New Zealand’s ‘brainfood’ drink company Ārepa has expanded into Australian petrol and convenience, launching its product into 300 BPs.
Backed by peer-reviewed scientific research, Ārepa is promoted as a natural alternative to caffeine with clinically tested ingredients that support brain health and cognitive performance.
The brain drinks, which include Performance and Calm and Clarity (sparkling), were formulated in conjunction with “world-leading” Australian neuroscientist, Professor Andrew Scholey.
Ārepa contains unique ingredients including Neuroberries, a class of blackcurrant said to be proven to maintain dopamine levels in the brain and enhance focus under stress. The product is also claimed to contain some of the highest levels of vitamin C grown commercially on the planet.
Other key ingredients in the patented formula are l-theanine – an amino acid derived from green tea which is said to be known for the calming effect on the nervous system – and pine bark extract, traditionally used as a natural alternative to ADHD medication for children and adults.
Ārepa says it has seen 800% growth in product sales over the last 12 months in Australia where its products can be found in Coles and Woolworths, as well as through independent retailers and grocers, and online.
Ārepa’s recently appointed AU Country Manager Ben Matthews says the expansion into P&C stores in Australia is an important part of the business’ growth strategy for the next two to three years.
“Ārepa sales in Australia have grown exponentially over the last 12 months,” he says.
“We’re very proud to partner with BP to support P&C retail growth. The functional beverage space is experiencing strong growth and we’re pleased to provide an alternative caffeine-free option for consumers that not only tastes great but improves mental performance, enhances memory, fights mental fatigue, and delivers feelings of calm – naturally.
“Until recently, buying a drink at a convenience store involved purchasing a soft drink or an energy drink. We’re so pleased we can offer an on-the-go alternative that aids optimal brain function and is scientifically proven to work.”
