Energy drink Virtue has undergone a rebrand, featuring a stripped-back aesthetic and a slightly tweaked recipe that sees the full range include a herbal tea called Yerba Mate.
The start-up brand is also rolling out in Waitrose stores and is included in the retailer’s Meal Deal offer. Other retail stockists include Ocado, Tesco, Asda, Whole Foods Market, Spar, Amazon, and Booths.
Virtue claims to be the UK’s first all-natural, zero sugar and zero calories energy drink. Harnessing the power of Yerba Mate to create a more sustained and all-natural energy alternative to coffee and energy drinks, Virtue is available in three varieties: Tropical, Peach & Raspberry, and Strawberry & Lime (£1.75 RRP per 250ml can).
Yerba Mate, which is the national drink of Argentina, is an adaptogen naturally high in caffeine made from the dried leaves of the South American holly tree. It is said to have the health properties of tea and the feel-good endorphins of chocolate, and provides more antioxidants than green tea, as well as 24 vitamins and minerals.
Matthew Blake, Waitrose Soft Drinks Buyer, said of the listing: “We’re really excited to have the Virtue Yerba Mate drinks onboard as part of our offering. The range is perfect for active adults looking for drinks with functional benefits and comes packed with natural caffeine, contains nothing artificial as well as being zero sugar or calories… not to mention being incredibly tasty!”
Rahi Daneshmand, the founder of Virtue, added: “We are very excited for this next stage of growth, as we build the market-leading clean energy drinks brand. Virtue is the first all-natural, zero sugar and zero calories energy drink in the UK, and we plan to make our drinks accessible to even more people.”
NAM Implications:
- Virtue Yerba Mate appears to tick most of the boxes…
- …for those in the market for a coffee alternative.
- A big opportunity.
- The test will be retaliation from coffee brands?
