Page 34 - Food&Drink Magazine May 2022

Time to rebooch
Australian kombucha brand Lo Bros has unveiled a fresh look to shake off the pandemic pallor.
FRESH & CHILLED
IN launching its new look, Lo Bros is calling on Australians to ‘rebooch’ their drink choices to help get back on a healthier track after two challenging years.
Fermentation is the heart of Lo Bros, which began brewing in 2016. It’s an authentic, old-school fermentation process, taking around 90 days to create the living goodness in its tasty drinks.
Didi Lo, the founder and CEO of Soulfresh, which owns Lo Bros, says it is all about turning the negatives into the positives and ‘doin’ good’.
“We started Lo Bros with a simple promise, to create healthier drinks that were also bloody delicious. It is this that still drives us as we enter this exciting new phase for the Lo Bros brand,” says Lo.
Lo Bros started in Byron Bay in 2003, when Lo packed up a van with his favourite Byron Bay products and hit the road to Melbourne. He started parent company – Soulfresh – to challenge the way people eat and drink.
Lo says he was pushing the boundaries to bring better-
for-you products to the table and the fridge, rejecting compromise and insisting on
using only the best ingredients while marrying traditional processes and fresh ideas.
Lo was later joined by his brother, and together Lo Bros was born.
“Six years on we thought the time was right to bring to life the values that make us who we are. We call it the Cycle of Doin’ Good.
fun, distinctive, and held a punchy presence in store.
The Lo Bros team has also reworked the kombucha flavours to include Raspberry & Lemon, Mango, Passionfruit, Ginger & Lemon, Cola, Lemon Lime & Bitters, Ginger Beer; and recently launched Orange & Mango and Limited-Edition Pineapple & Lime.
“ Doin’ good is at our heart. We want to do good in our fermentation process turning bad to good, we want to do good by creating delicious drinks and we want to do good by creating a positive change.”
“Doin’ good is at our heart. We want to do good in our fermentation process turning bad to good, we want to do good by creating delicious drinks and we want to do good by creating a positive change,” he says.
Supporting this mission is the thumbs up logo across all packaging. The new look brings to life the brand’s positive attitude and cements their purpose of creating change for the better.
The revised branding was tested in extensive consumer research, with feedback it was
The line-up is available in 330ml and 750ml bottles in the chilled aisle at supermarkets nationwide. It is also exported to New Zealand and the UK.
“Lo Bros started by creating drinks that were authentic in every way, tasted delicious and made customers want to drink more, but not feel guilty in the process.
We are excited for this new chapter for the brand, and to work with our retailer partners to being this to life instore,” Lo says. ✷
34 | Food&Drink business | May 2022 | www.foodanddrinkbusiness.com.au