Thrive Founder Stories: Revibed
Meet the companies shaping the future of food
As part of the Thrive with Sainsbury’s programme, we’re working to get more Black-Founder-led brands on Sainsbury’s shelves. This journey is made up of far more than the programme of support. Each founder brings their own experiences, dreams, and motivations to the programme. Over the next few weeks, we’ll be sharing profiles of each of the founders so that you can get to know more about them, how they’ve gotten here, and where they’re going!
Revibed
Revibed is the UK’s 1st flavoured Hibiscus water that contains zero sugar and less than 14 calories per can. Every sip of Revibed is intended to energise and elevate the everyday hydration experience. Revibed aims to make superfoods a healthy alternative to water. It does everything, from hydrating your body to providing a cool beverage without any extra sugar or harmful ingredients.
The inspiration behind Revibed
Prior to the Thrive Programme, Eugene and his father Ivor started the UK’s 1st flavoured Hibiscus water range. The recipe was inspired by their Caribbean heritage — a drink they would consume during the festive period commonly known as ‘Sorrell’. Eugene went travelling around South East Asia where he discovered his father's beloved drink in another part of the world. Eugene discovered that ‘hibiscus’, part of a superfood family, has many health benefits, rich in antioxidants, vitamins and minerals. This Inspired Eugene on his return from travels to start Vibez Drinks with his Father.
Eugene realised that his father’s traditional drink contained a high sugar content, thus decided to innovate by developing the drink into a low-calorie and zero-sugar beverage. Eugene and Ivor have a passion for encouraging people to be the best version of themselves through health and well-being. During the Thrive Programme, Eugene and Ivor have transitioned and pivoted the brand for a mass market appeal - ‘Revibed Superfood Infusions’. The aim is to revolutionise the way you consume superfood from traditional formats such as superfood powders, juices and smoothies, towards a can format that is convenient, refreshing and 100% natural.
Ivor and Eugene’s passion
Ivor and Eugene recognise Revibed’s enormous market potential. They discovered first-hand that Revibed was the first naturally flavoured, sugar-free hibiscus water in the UK. Additionally, they also recognise the enormous potential of hibiscus as a tea substitute, and customers have come to associate it with the following health advantages and benefits:
- Lowering cholesterol
- Controlling blood sugar levels
- Having potent antioxidant properties
‘Seeing the smile on customers’ faces that they can have a drink that does not contain any sugar, hidden nasties or preservatives also keeps us going.’ — Says Eugene
Creating Revibed has brought the father and son duo so much joy. The most fulfilling part for them was helping customers develop healthy habits and lifestyles. They feel a real meaningful sense of satisfaction with the positive feedback from customers who have health conditions such as diabetics, or those opting for a healthier lifestyle, such as vegans, dietitians or those who follow a free-from diet.
How did you overcome economic obstacles?
Due to minimum production runs and the cost of obtaining ingredients, their cost of goods (COGs) has been the main obstacle. For retailers and distributors, this creates an entry barrier. They believe that they can get past this obstacle with the support of Foundervine, Mission Ventures, and Sainsbury’s. By increasing their production run and finding quality ingredients at a lower cost, they think that they will be able to lower their COGS and offer consumers a competitive retail selling price (RSP).
Eugene always finds inspiration from his father, Ivor to grow personally and professionally. His father instilled in him a desire to put others before himself and to work hard. He still believes his father’s adage, “you reap what you sow,” to this day. He knew that it would be extremely intimidating to take on the risk of opening your own business, but fully believing in yourself and being willing to make mistakes can help you make the right choice.
Thrive with Sainsbury’s journey
Being selected as one of the nine food and beverage brands (out of 466 applications) for this year’s Thrive with Sainsbury’s program has been the greatest achievement of their brand. Revibed was also featured by Business Leadership magazine as one of the top twelve father-and-son companies in the UK.
Eugene thinks the Thrive with Sainsbury’s program can support them to learn from experts in the field as an essential and fundamental component of their development as entrepreneurs. He is eager to learn the following things during the Sainsbury’s programme: Product design expertise, pitching prowess, and negotiation skills. Those components could support his brand’s value.
So what does the future look like for Revibed?
“Being the UK’s first all-natural zero sugar Hibiscus drink and being an authentic brand that helps to create and shape healthier lifestyles. Moreover, introducing our Caribbean roots through Hibiscus to the mainstream market whilst educating on the amazing health benefits. Producing a drink with zero sugar, low calories and no artificial ingredients truly gets us excited to disrupt the current flavoured water/non-alcoholic market.” — this is the most exciting part for Eugene as a pioneer in his industry.
Revibed is zero sugar, low in calories and has no artificial ingredients. Start your day with a Hibiscus drink. Order here!
About the Programme
The first of its kind in the retail sector, Thrive with Sainsbury’s, is a free 16-week programme designed to support Black Founder-led brands on their journey from start-up to supermarket shelves. In partnership with Foundervine and Mission Ventures, Sainsbury’s will provide essential funding, practical support and expert mentoring to participating businesses. By the end of the programme, up to five new brands are expected to land in Sainsbury’s stores.
