‘Superfood’-infused drinks brand Revibed has launched a range of ube powder into Holland & Barrett.
The new 120g sachets mark Revibed’s first move beyond functional drinks.
Revibed’s Ube Purple Yam Powder had been designed as a functional ingredient that can be mixed into smoothies, lattes or used in baking.
“There’s currently a gap in the UK retail space for a simple, versatile single ingredient format,” Revibed founder Eugene Patterson told The Grocer. “That’s where we come in.
“With a naturally vibrant colour and subtly sweet, nutty taste profile, it aligns with growing consumer demand for clean-label, plant-based and functional ingredients.”
Purple-hued ube is growing in popularity as a superfood health trend. Derived from the Filipino purple yam, it’s been described as the “next matcha”. Like its green-coloured comparator, ube is increasingly being mixed into lattes, bakery and smoothies. Costa, Pret a Manger and Starbucks are among the chains to have recently launched their own ube-based products.
Revibed’s powder will hit shelves in 680 Holland & Barrett nationwide by the end of April.
The NPD is part of a wider range expansion by the Birmingham-based Revibed, which was founded by Patterson and his father Ivor in 2021 under the name Vibez. Its mixes are inspired by the family’s Caribbean roots, particularly a family recipe for a hibiscus-based health drink.
In 2023, Revibed scooped the Dragons’ Pantry award at the Farm Shop & Deli Show. The brand has also participated in Co-op’s now closed Apiary accelerator scheme, as well as Sainsbury’s Thrive programme in 2023.
Revibed also manufactures select own-label products for Holland & Barrett and is stocked in 100 Co-op stores nationwide.
The expansion will include more powder-based products, alongside the brand’s canned drinks.
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