Ultra Beauty drink Bella Berry Naturally Beautiful Suzannah Baker E: [email protected] P: +44 (0) 7712 549 221 ultraskinbeauty.blogspot.co.uk www.facebook.com/UltraSkinBeauty @UltraSkinBeauty “The secret to staying young is to drink Bella Berry, and to lie about your age” Why choose Bella Berry for Drinkpreneur? • • • • • • A significant market gap exists for this product, and feedback from target market consumers is overwhelmingly positive The drink is inspired by the advanced beauty culture of Asia: time spent in China and a honeymoon in Japan, and by working in the beauty industry; we are passionate about innovating to give consumers what they really want The drink is unique – it is a blend of ingredients, branding and market position that does not exist today The company Ultra Beauty and our drink Bella Berry are a small UK based start up company with real honesty and soul – founders who are passionate about the industry and making a difference for consumers The key founder Suzannah Baker has worked in global advertising agencies in London and New York for over ten years, knows how to tap into markets We need your help! Having said all of that, we are at late stage sampling in the product’s development, but need your input to get it over the line. We need partners for the manufacturing and logistics of getting it to market, and tweaking of the final branding… The explosion of innovative drinks and liquid beauty Bella Berry directly addresses a very clear market opportunity, and brings affordable, fun RTD beauty drinks to the mass market • • • • • The global soft drink market has grown for its seventh year running to over £200bn – the UK capturing over £15bn of this. The majority (61%) of drinks bought are low calorie, reflecting changing attitudes to health and diet Functional drinks are the fastest growing sector. They appeal to consumers seeking specific benefits with a 'healthiness-on-the-go' idea. These beverages feature added vitamins, minerals, or extra fruit or vegetables, and promote benefits like improved immunity, skin health and an energy boost Meanwhile, the global beauty industry has grown for the twelfth year running, to over £190bn. Of this, the UK represents again £15bn. Anti-ageing and skincare are the largest subsector of this recession-proof market. Mintel reports that 28% of 16–35 year olds take vitamin supplements designed specifically for skin health and beauty Unsurprisingly then, a huge growth area with significant potential is beauty drinks: daily vitamin and collagen supplements in drink form, with ingredients that give you younger looking skin, shiny hair and strong nails. Gold Collagen is one very successful example and a bestseller in Boots. However, these medicinally-branded premium products are expensive at £3+ per bottle, have a recommended course of two months+, and are fairly hard to find - in the vitamin aisle at specialist health shops This leaves most consumers completely unserviced - Bella Berry addresses this The problem, and our solution Bella Berry does not just try and ‘sell to consumers’, it brings them what they want in accessible and affordable way For beauty, the only truly functional drinks are medicinal, expensive, and inaccessible to most consumers. There does not exist a hybrid nutritional and readily accessible beauty drink for the mass market, and this huge consumer group remains unserviced. Our solution targets the three problems with existing beauty drinks: 1. Their pharmaceutical appearance and serious branding 2. Inconvenient positioning and niche points of purchase 2. Their prohibitively expensive price point Bella Berry will revitalise the RTD category Sold in the convenience aisle, among RTD juices, smoothies, mineral water and carbonates, at a comparable price to existing lunchtime RTDs: £1.601.80 Bella Berry will add something new to the category – as well as containing all natural fruit juices, and packed with vitamins, it also contains collagen – the building blocks of skin, hair and nails, which is becoming more and more well known for its antiageing and beautifying properties This natural, refreshing blend of pomegranate and blueberry juices and water contains a proprietary blend of collagen, vitamins, minerals and green tea for optimum skin health, radiance and energy – as well as being a delicious hydration solution Contains 70 calories per 330ml bottle, so sits in the Low Calorie category Functional: contains de-stressing and beautifying vitamins C, E, B6, B12, biotin plus green tea and collagen, for feeling good all over Targeted at mainstream consumers and is priced accordingly Why will consumers choose Bella Berry over competitors? Every mainstream functional drink targets the nutrition market. Bella Berry merges beauty with health, at an affordable price The company and founder Ultra Beauty as a growing beauty brand Ultra Beauty is a beauty and lifestyle brand. The cornerstone is a blog, supported by a Facebook and Twitter community. These three channels feature original articles and photography on diet, lifestyle and products, plus short tips and links to other people’s blogs, and news. The Facebook page gained 15,000 followers in its first month Founder and CEO Suzannah Baker has been an advertising and branding executive for ten years, working in large WPP agencies and running global campaigns for brands such as Rolex, Shell, Gillette and Pepsi. As a beauty and health enthusiast, her Ultra Beauty blog was started in response to questions about her diet and make up techniques. The blog showcases her ideas and advice about how to achieve optimal health and beauty, and has built up a strong community in fifteen countries, of women who discuss tips and tricks and inspiration. The Ultra Beauty brand gives an option for the springboard for the beverage: the brand’s userbase and clear values have already been shown to be popular, and its channels are ready set up to launch the drink Industry background The changing soft drinks market requires a new product • The range of drinks on the shelves is growing, giving consumers a wider choice than ever before • So too are the occasions for drinking soft drinks: time pressures mean ‘grazing’ and snacking out of home is growing, happening at multiple times per day • Purchase often occurs for emotive reasons, such as a desire to get fit, and guilt over past food choices. E.g. a calorie-free soda such as Diet Coke to drink with an indulgent meal, or a ‘healthy’ fruit smoothie when hungover • Consumers’ health needs are becoming more diverse, with gender variances. While men want energy, nutrition and Men’s performance enhancement from their drinks, women are performance drinks: more interested in weight loss, skin health, energy and detoxifying • The trend towards healthier drinks has created a number of new categories and changed the consumption trends of the beverage industry as a whole. While previously dominated by carbonated soft drinks, product categories with a healthier image, such as bottled water, energy drinks and vitamin enhanced waters are quickly gaining market share Women’s enhanced drinks: Background, continued Liquid nutrition through enhanced drinks: a convenient health boost • Convenience is a driving factor in purchase, with ready to drink seeing the highest growth. Most RTD purchases are made as impulse buys, from mainstream shops, not specialist health retailers • Young working women have a relatively large disposable income and are happy to premiumize their drinks, paying more for ‘results’ • Every single occasion for drinking and eating is an opportunity to achieve a personal health goal, with liquid nutrition leading the way: selecting an ‘enhanced’ drink is seen as a smart way to make the most of your daily diet choices • Multitasking now extends to the drinks that we choose, and women look for beverages that don’t just have zero calories, or naturally occurring vitamin C: they are willing to try innovative products with added health benefits • E.g. on 10th March 2014, Innocent launched ‘functional smoothies’ centred on soft health claims – three varieties will use ‘Defence, ‘Energise’ and ‘Antioxidants’ positioning. The drinks have a RRP of £2.35 Current market – which soft beverages do women drink? RTD category Global market worth Growth of category Brands Size ml Price £ 15-20% £105 billion annually since Ultra Beauty drink 330 2006 CAGR of 2.7% £64,501 Orange and apple single serve juice such as Juices between 2008 330 million Tropicana, Copella, Innocent and 2012 20% yearly Barista-made coffee and tea, Starbucks, Hot growth in value Caffe Nero, Pret and Eat. ‘Healthy’ options £8.7 billion 240 - 350 beverages between 2009 such as black, skinny latte and soya and 2014 cappuccino Enhanced water Drinks with a perceived edge on plain water. Average 10% Functional The most drunk is the regular variant, but £10.2 billion yearly between waters there exists a few no added sugar types. 2009 and 2012 Aimed at men, but also bought by women. 500 Pureed fruit sometimes sweetened with 159% in honey or sugar. Can have yoghurt and milk volume sales added. Fruit juices and smoothies often between 2005 count toward people's target of consuming Smoothies £1.7 billion and 2007, then five portions of fruit and vegetables a day, 250 a 36% decline creating a marketable health benefit. Prebetween 2007 made brands include Naked Juice Company and 2009 and supermarket own labels, but Innocent is the European market leader. 11% between Diet Coke, Diet Pepsi are market leaders. 2009 and 2013. Generally drunk at lunchtime or later; as it is Diet and low perceived to be too unhealthy to start the calorie are Carbonates £117 bn day with. The classic guilty pleasure, as it 330 - 500 fastest growing contains almost no calories so can segments, theoretically be consumed without limits, capturing 15% but is thought of as mildly unhealthy of total market Sugar (g) Calories (kcal) Caffeine Vitamins Other nutrients 1.8 4 20 Yes A, C, E, B complex Collagen 1.50 2.50 33 158 No Vitamin C naturally occuring None 1.50 2.90 0 - 16 0 - 120 Yes None None Range of added vitamins and Some have minerals, e.g. added vitamins A, C, caffeine B, E, zinc, calcium, biotin, chromium Electrolytes, taurine, fruit polyphenols 1.502.50 0 - 32 5 - 120 1.80 2.50 25 127 No A and C None added; fruit contains polyphenols 0.60 1.80 0 3 Yes None None Current market – the problem with these drinks Women are more aware of the harm that sugary and caffeinated drinks have on their skin • The majority of the drinks on the previous page are actually not as ‘healthful’ as they make out, and women are wising up to the truth. For example, in 2012, consumption of fruit juice fell by 4.9%. In particular, smoothies struggled – volumes were down 6.4% on 2011 • Most women want to have flawless, radiant skin that resists ageing and wrinkles, so avoiding excess sugar is high on their priorities. Dermatologists have found that aside from weight gain, sugar in juice and smoothies has a damaging effect, making skin blemished, puffy and saggy • Similarly, coffee is not good for the beauty of the skin because it prevents DHEA from being produced. DHEA is a chemical in the body that regenerates and nourishes the skin. Excessive coffee can create a B vitamin deficiency, which makes you feel exhausted and nervous. Moreover, caffeine is dehydrating, meaning coffee enthusiasts’ skin looks wrinkly sooner • Therefore, the pursuit of beauty – smooth, glowing skin, slim body and boundless energy - are the polar opposite of what ‘health’ drinks or coffee actually offer. There are very few other options Popular drinks for women, and the equivalent amount of sugar in each, in food equivalent: This Water pure squeezed lemon and limes 250 ml Sugar equivalent: 2 Kellogg's Chewy Marshmallow Rice Krispies Bars Prêt orange juice 500ml Sugar equivalent: 13 Hobnob biscuits Innocent pomegranate, blueberries, acai smoothie 250ml Sugar equivalent: 3.5 Krispy Kreme doughnuts The Ultra Beauty drink: Bella Berry A groundbreaking mainstream drink with real beauty benefits • • • • • • Bella Berry will appeal to the mass market as a healthy, refreshing supercharged low calorie juice drink – at an affordable price and easily available Unlike other drinks, it contains just 70 calories per bottle and is naturally sweetened, contains a proprietary blend of skin-friendly vitamins and importantly – collagen – the building blocks of glowing skin, strong nails and shiny hair Refreshing, delicious with skin-friendly nutrients, Bella Berry drinkers will be those seeking a healthy alternative to water, juice, smoothies and coffee – an enhanced hydration solution which will become a lifestyle choice Superfruits pomegranate and blueberry juice form the base of the drink, and it also contains anti-ageing vitamins B6, B12, C and E, green tea, biotin and has no added sugar and no artificial sweeteners; the formulation stimulates, providing an instant lift. Benefits are felt as well as seen, and the drinker feels good all over Our drinker knows that with regular use, the vitamins, superfruits, green tea and collagen will promote radiant, clear skin that glows with health, as well as reducing stress and naturally increasing energy There are currently few drinks like this available in mainstream stores; a good comparable being the male-targeted Vitamin Water Zero, which has done a brilliant job appealing to both sexes Comparable drinks on the market in the UK Bella Berry will stand out from the crowd The drink’s appearance will be unusual, yet reassuringly classic Size, bottle and labelling • Bella Berry will be 350ml, packaged in a clear plastic bottle. The label will partially cover the bottle so that you can see the product inside, and is 330ml – so less chance of wastage than with big 500ml. The bottle will be a classic shape, with a small opening • The similarity in appearance to existing drinks will make transition to Bella Berry an easy one – the buyer seen to be making a smart choice – rather than making a statement Price point • In line with other RTDs, but significantly differentiated from drinks with skin benefits, the RRP will be just £1.60-1.80 • Boots, Waitrose, Sainsbury’s and Tesco and other major retailers will be approached with regards to including the drink in their meal deals Some of the other designs put forward Direct competitors to Bella Berry Brand name Manufacturer Other nutrients Available Size ml RRP £ Calories (kcal) Caffeine Vitamins Functional waters/RTD teas Sobe PepsiCo Large retailers, not widely available 500 1.45 10 - 100 No C, E, B, Zinc Electrolytes Vitamin Water Zero Glaceau Most large retailers 500 1.99 5 No A, C, E, B None added Solution Sciences Mostly specialist health shops 330 1.50 100 No B, C, D E, K Potassium, Calcium, Selenium, Collagen BeautyIn private label High end shops like Harvey Nichols and Selfridges 340 3.80 15 No A, C, E, B Potassium, Calcium, Selenium, Beta Glucan Vita Coco All Market Inc. Large retailers, not widely available 330 1.99 90 No None added Made of pure coconut water, which contains naturally occuring potassium Coca-Cola Large retailers, not widely available 414 70 No None added Made of pure coconut water, which contains naturally occuring potassium Bio-Synergy Small number of large retailers and specialty/luxury stores 500 1.49 10 No D Chromium, zinc, L-Carnitine Britvic Large retailers 500 1.20 140 Yes None added None added Mangajo Drinks Co Large retailers, not widely available 330 1.70 75 Yes None added None added None added Unknown as yet. Premium green tea with chamomile/peppermint Alibi ZICO Coconut water Skinnywater Lipton Iced Tea Mangajo Iced Teas Teasy (launching 2014) Jimmy's Iced Coffee Honesty Foods private label Large retailers, not widely available 330 Specialty stores only 1.59 118 Yes None added None added 50 3.59 20 No C Collagen, 60 20 for two weeks's supply 27 Yes D Blue-green algae, blueberry extract 5ml (dilute with 25 for one water) month's supply 25 No None added Hyaluronic acid, reservatrol 1 tsp (mix with water) 92 No B, C, E Hyaluronic acid, collagen Liquid beauty supplements Gold Collagen private label FTN beauty shot FTN Believe Specialty stores only Fountain (dilute) Deciem Boots Rejuvenated Online only Rejuvenated Collagen Shots 36 for one month's supply Competitor trends in functional drinks More liquid beauty products and supplements for women ‘Fountain’ beauty and longevity supplement – a dilute sold in chemists ‘Beauty In’ was launched beginning of 2014 as a beauty and vitamin drink sold in high end stores such as Harvey Nichols for £3.20 Gold Collagen is the UK’s first collagen supplement and is Boots’ most popular drink, despite it’s £75 a month price tag. It is not a RTD beverage though – just a liquid supplement Green tea as a more and more popular drink, seen in a huge variety of stores and formulations ‘Beauty’ gets its own section in the vitamin aisle SWOT analysis: The brand faces a competitive environment Strengths • The only mainstream drink with collagen and vitamins in a RTD format • Distinctive look: fun, simple and stylish unlike the serious health drinks currently on the market • The only mainstream vitamin drink with collagen. Apart from Vitamin Water Zero, the only low calorie vitamin drink • One of the very few RTDs that is under £2 and can be bought in normal shops, along with everyday ready to eat food choices Weaknesses • • • • • Opportunities • • • • Health concerns: women want to optimise their food choices in new ways, such as enhanced beverages: both as a health boost, and to undo damage of previous food and lifestyle choices. More scientific studies on the potency of green tea for longevity and weight loss High public awareness of the wellbeing benefits of Ultra Beauty’s ingredients means acceptance is likely to be easier than if introducing a new set of nutrients Very small number of direct competitors Similar brands have taken out large advertising campaigns to increase awareness of the health benefits of the ingredients – B vitamins, green tea, collagen – so Ultra Beauty has to work less hard to persuade consumers that they are worth paying more for (as opposed to drinking water or cheaper soft drinks) New to the market: the brand needs to make an extra effort to establish credibility Public confidence in the efficacy of collagen is varied: while users of this supplement are evangelical about it’s Threats effects, there exists a lot of doubt, especially outside of • Other drinks are being launched every month that get closer major cities and closer to Bella Berry. Soon there will be more High cost of ingredients and low profit margin: until competition sales take off, the company will take a very low margin, • Securing a reliable and cost effective supply of the so that the drink can be sold at an affordable price formulation and bottles will be more difficult for an private Lack of knowledge of manufacturers and distributors label than for the large corporation, so supply could be Because collagen is such a relatively unknown ingredient threatened in Europe, it is likely that manufacturing will have to take place in Asia The target market is waiting for Bella Berry Rather than a specialist product, Bella Berry will be bought by a wide range of women • Bella Berry will be a mainstream product, bought by women aged 18 – 35 as impulse purchases while out of the home • It will be sold in the chiller next to grab and go items such as sandwiches and salads – a section of food retailers that women of this age group are very familiar, visiting daily. It will sit next to juices, carbonates, smoothies and mineral waters • Most of our drinks will be purchased in the morning as a ‘healthy start to the day’ and alternative to other caffeinated drinks, or in the afternoon for an energy boost; or to offset the perceived effects of the previous day’s eating and drinking The target market is ready for Bella Berry Convenience and health are key to this group • • • Health-aware, already purchasing vitamin supplements, occasionally specialist health food (i.e. wheat-free or Omega 3 enriched) and roughly know the effects of diet on health and looks Beauty-conscious but not obsessed, so spending money on mid-range to premium skincare products and reading articles on how to have healthy, radiant skin. Not necessarily thinking of ‘beauty’ as a hobby or interest Live in the Capital or large urban areas such as Bristol, Birmingham and Cambridge • Aware that traditional non-alcoholic beverages such as coffee and orange juice are not healthy and may actually damage their beauty – but not sure what alternatives they should be purchasing • They prize convenience and price as key to purchasing decisions: need fast, local food options to fit in with their busy working and social lives but will not pay over the odds for any one item. For a beverage to fit into their daily food budget, it must be at the same price point as other beverages – whether the quality is comparable or not Operational plan Formulation and manufacture • • • • • What stage is Bella Berry at? We are second stage sampling and brand building, and would love your input on this Is the branding final? No! We have a number of brand ideas, names and paths to market Where are you based? To date, the company has been run from the Ultra Beauty office in West London Formulation: The formulation and trials are taking place at MyDrink Beverages, which is a beverage innovation company. They will take care of the recipe development, prototype, laboratory testing and formula optimisation. They also advise on manufacturers and bottling plants Investment to date: So far costs include £2000 development costs with MyDrink, and various smaller incidental costs, but no debt has been taken. A £20,000 government loan has been secured, and additional equity is available from passive investors if required up to c.£100,000 Equity: 100% of the equity is with the founder Costs for manufacture, bottling and distribution are expected to be £0.50 per bottle Wholesale price will be £0.90 per bottle RRP price will be £1.60-1.80 • Please see attached financial plan for more detail! • • • • Operational plan Marketing • • • • • • Exposure of the brand to the target market is of primary importance. The plan is to start with targeted locations in select cities, and then to branch outwards to cover nationwide outlets. ‘Coming soon’ promotions near where women would normally purchase their usual RTD – near Starbucks, Wasabi, Prêt etc. in shopping centres, business district zones, high streets Social media campaign to take place as a sister channel to the Ultra Beauty social media communities, backed by Ultra Beauty Pop-up shops with promotional staff selling the drinks at Canary Wharf, Waterloo station and Westfield shopping centre Small, independent convenience shops will be contacted re. selling the drink alongside their range of ready to eat food. We will enlist the help of a distribution consultant who has existing relationships to make first contact with major stores Once a customer base has been attracted, large mainstream retail stores will be contacted – Tesco, Boots and Waitrose Appendices 1. Alternative branding: Face Lift The Face Lift route is more niche, and would appeal to a smaller market – but is totally different to existing products and would create a buzz around the controversial name. The name has a double meaning: SMILE: Your face is lifted with a smile because of the tangy and delicious berry burst mouth party, and because of the energy-giving vitamins IMPROVED SKIN: The collagen overhauls your skin by smoothing wrinkles and giving you a radiant, young looking complexion Appendices 2. Bella Berry’s nutritional information per 330ml bottle: Hydrolysed Collagen: 2500mg Vitamin C: 80mg Vitamin E: 6mg Zinc: 1.5mg Vitamin B6: 1.4mg Biotin: 50mcg Green tea Natural fruit extract: blueberry and pomegranate Energy: Under 70 kCal per 350ml bottle 3. Inspiration for branding and design: 4. Style of plastic bottle: • • • • Clear 350ml Classic design Possibly printed on inside of label, visible through the liquid (like Fiji) Style of opening: • • Small Regular screw top Thank you!