Page 14 - Food&Drink Magazine Jan-Feb 2019

✷ RISING STAR
✷ COLLABORATION COUNTS BEHIND THE PRODUCT
Natalie Moubarak has worked with several companies to bring Plus Hemp to life and retail shelves.
“I worked with Adcreators for the branding, packaging and design. They’ve been a great help; they’ve also been involved with the manufacture, doing a lot of the packaging, the big panels and all the logos that need to go in place.”
Adcreators also worked with Moubarak to do research, helping guide what the drink would look like.
“We’ve changed the concept around 10 times. Every formula we had wouldn’t work with certain
manufacturers that we were lined up with, so we had to change manufacturers.”
Not using preservatives or sugar restricted manufacturing processes and formulas, but was an important element in Plus Hemp. To achieve this recipe, Moubarak’s research showed that reverse-osmosis (RO) water filtration, together with aseptic technology, was the best method.
“Because I’m using hemp oil and no preservatives, if I just used spring water then after a time it could grow mould and bacteria because of the oil and the product
being so pure. RO water is used a lot with pharmaceutical companies, and my research showed this is how I could achieve the shelf life I wanted, but still not use any preservatives or sugars. We did a lot of testing, and it achieves the goal.”
With not many manufacturers using RO water, Moubarak chose carefully.
“For distributors, the ones I’m using were the first to take the
drink on. I did a lot of cold- calling, but a lot of
distributors didn’t ring me back. No-one wanted to get involved: they were
scared that they were going to risk other
customers, like the big, well-known brand names.
“These ones took the risk, and they’ve now gone nationwide with my product. They actually ran out of stock in the first six weeks! They’ve
been awesome and supported me with the product.”
Hemp Plus founder Natalie Moubarak.
the product. I want to do everything right in Australia first, and then export.
“I am, however, in the process of forging a supplier’s agreement with a distributor in New Zealand. With regards to the US and China, I’m in the process.”
CUSTOM FLAVOURS
Moubarak is working on new flavours to be launched in January, but says it can be hard with the aseptic filling process.
“They’re not just any ordinary flavours, they’re a mix of fruit ingredients and the flavours will be custom to Plus Hemp, so it’s really exciting. Instead of the hemp green, we’ll have different colours with the different flavours, so the bottles will look really cool in fridges.
“I’m also looking into doing Plus Hemp protein bars and sourcing my own hemp seeds for ingredients. The ideas are endless and I’ve only just started. I just can’t wait for new flavours to be introduced; hemp water is not for everyone, it’s an original citrus flavour, but hopefully the new flavours will appeal to more people too.”
ONLY JUST BEGUN
“The water was probably the hardest thing I could have done and achieved, and that was my
first thing. So anything after that is easier for me now I’ve got my foot in the market.
“I wanted something out there to motivate people to drink the water. A lot of people are into fitness, but they still don’t eat and drink right. I know that from the café, when people had just done a workout and wanted extra vanilla syrup or something added to a protein shake.
“I would have finished this probably in six months if I’d added preservatives and sugar, like a lot of beverages have that are claiming to be healthy. It would have been a lot easier, but it went against what I believe in. I don’t want my children to drinking those things and that’s the whole point of having no sugars or preservatives.
“This has been a big challenge for me, and an expensive process, but I feel it’s paying
off – slowly.”
MINDFUL MARKETING
The Plus Hemp slogan ‘Healthy hydration equals healthy mind’ came from
a brainstorming session with Natalie’s branding team. She stresses:“I want to get out there that it’s not just about your body – it’s also about your mind.” ✷
14 | Food&Drink business | January-February 2019 | www.foodanddrinkbusiness.com.au