The canned drink, which was launched in April, is made with a combination of B vitamins and an extract blend of nootropics and adaptogens, including reishi mushroom, echinacea (cornflower), rhodiola rosea, cocoa seed and American ginseng.
FloJo was co-founded by Singaporean husband and wife Paul Tan and Shelley Lui, along with Canada-based Christine Wong, the company’s chief neuroscientist.
“During the pandemic, people have been very stressed and there have been no good solutions that really benefit brain health. Recently, we have also seen a big trend of people seeking focus and energy, as they are not only physically tired, but also mentally exhausted.”
“We wanted to create something that was fun, easy to take, and allowed people to take care of themselves without having to take medication.” Mr. Wong Nutrients – Asia.
FroJo drinks claim to target brain pathways that increase focus and attention while fighting stress and anxiety.
Its products are currently only available in Singapore through its website, and e-commerce platforms Shopee and Lazada, but the startup is looking to expand into Hong Kong, the US and Canada in the near future.
“Paul and Shelley lived in Hong Kong for eight years, so they have established a strong foothold in the city, where people are very interested in health and wellness, and keeping their bodies healthy and their minds sharp.
“The US has a huge population that is health conscious, but they also love soda and carbonated drinks. The US wellness market is trend-driven. It went through the prebiotics and kombucha era, which is still going strong, and then it went into Asia. So I think the US has the biggest opportunity.”
Target Audience
The brand targets consumers aged between 24 and 35 years old.
“Our drinks are really suited to office workers, students, parents and anyone looking for a head start and an alternative to coffee and energy drinks that contain synthetic caffeine.”
“While our marketing is primarily aimed at younger people, older demographics are increasingly interested in brain health, so our drinks are also perfect for older adults.” Wong said.
Frojo’s products are made with yerba mate and black tea and contain 18 grams of natural caffeine per can, which is the equivalent of less than one cup of green tea.
“If you like the smell of coffee like me, [side effects like] To ease palpitations and anxiety, Frojo is a good alternative, and coffee drinkers who don’t want to have their third or fourth cup of coffee a day can have Frojo after meals or whenever they start to feel tired.
“It’s a convenient drink to have at your desk, at a party, or on the go. And because it’s carbonated, it’s incredibly refreshing, especially in hot weather. Plus, there’s a scientific justification for this format – carbonation increases the bioavailability of the ingredients.”
The drink comes in peach lychee and mango yuzu flavours, with a third flavour, guava passion fruit, in development.
“We would like to introduce more flavours. We want to be consumer focused on these so we will be surveying the community to find out what they want.”
Backed by science
FloJo’s science division is based in Canada, where a team of neuroscientists led by Wong has been screening and studying “hundreds of herbs and thousands of bioactive ingredients” using a new, proprietary platform that combines lab technology and AI.
Herbal formulas are then developed based on the findings.
“Our products are developed and approved by neuroscientists. Our scientific department in Canada is also part of the Johnson & Johnson Innovation Lab, so they have extensive experience working with pharmaceuticals and nutraceuticals to ensure the high efficacy and safety of our products.”
“The herbs aren’t just chosen at random. The ingredients are actually molecularly tested in the lab so we can really understand their effects on the mind and body. Several small studies have been done and neuroscientists are currently designing clinical trials, which we also have exclusive rights to.”
Wong added that FroJo’s production process does not involve high-temperature heating for pasteurisation, unlike most functional drinks.
“High temperatures destroy the functionality of active ingredients, so we don’t use them to ensure consumers can truly get the benefits of the beverage. Also, many carbonated drinks contain artificial sweeteners such as aspartame and erythritol, both of which can cause unpleasant sensations, so we don’t use them.”
Drinks for cryptocurrency?
The company is actively building brand awareness through product offerings and customer outreach, and also visits local universities to interact with its target audience.
“Paul is very connected in the crypto space where there isn’t exactly a drink that people associate with. For example, when you talk about Red Bull, people think of extreme sports. When you talk about Monster, people think of concerts and games.”
“Many crypto players are office workers, traders and bankers. They hold events internationally throughout the year but don’t yet have a signature drink. Our packaging is bright and vibrant, which could appeal to the crypto community, who love all things meme-like.”
According to Wong, FloJo attended a cryptocurrency event in Hong Kong two weeks prior to the FHA and used the opportunity to sponsor and introduce its drinks.
“The positive is that the marketing and exposure from events gets our name out to people all over the world, so participating in these events also increases our brand awareness.”
Healthier product innovation will be a key theme at the Growth Asia Summit 2024. Join us at the Summit in Singapore to learn about market opportunities and gain insights from leading industry experts. Learn more here.
