Page 17 - Food&Drink Jan-Feb 2022 magazine

RISINGSTAR ✷
“The flavours were developed via understanding our customers’ taste preferences.
“It turns out we all miss the nostalgic orange and blackcurrant flavoured sugar filled drinks that were once guzzled down without a second thought,” Soon says.
Within the first week, The Good Seed pre-sold 70 per cent of its first production run for Sorted and received multiple repeat orders.
“Sorted has a lot of potential because there isn’t anything like it in the market,” Soon says.
“For Sorted, we prioritised ingredients over cost. We use a sweetener that doesn’t contain sugar alcohol, is easy to digest, and does not cause bloating,” he explains.
The pair worked with food scientists and used the latest
research into the microbiome and digestion to use thaumatin in the drink. It is a protein- based sweetener which doesn’t spike blood sugar levels.
“We also use Acacia gum, a very gentle fibre that the body
Since Ong and Soon first started sticking labels on bottles and hand delivering orders in 2017, they have witnessed firsthand the growth in the better-for-you category.
“Globally, the interest in
FROM FAR LEFT:
No sugar spikes with Sorted soft drinks.
Water Kefir was the first foray into functional beverages.
Founders Ivy Ong and Adrian Soon wanted to plant a good seed for their gut health.
was also a different type of fermented drink,” says Ong. While Water Kefir got The
Good Seed’s foot in the door, Ong and Soon see Sorted as having the capacity to push it open.
Their goal is to see Sorted on the shelves of major supermarkets and convenience stores.
Plans are underway for exporting Sorted to Malaysia, Singapore and Thailand, with the pair saying they will share more in the near future.
“We will most likely have our product in Malaysia by Q1 next year and see Sorted as an easier proposition for the general population,” says Ong.
With Sorted tasting like a soft-drink and containing prebiotic goodness, that just might be an offer too hard to not accept. ✷
“ It turns out we all miss the nostalgic orange and blackcurrant flavoured sugar filled drinks that were once guzzled down without a second thought.”
can easily absorb has been made suitable for keto and vegan diets,” Ong says.
Currently, The Good Seed is outsourcing Sorted’s manufacturing while they wait for packaging equipment to arrive for their own production facility.
gut-health has really picked up. The fact we are both health- focused people made it easier for us in developing our products and brand because we knew what was missing in the marketplace.
“Not only did we offer a different palate profile, but it
5:33 PM
NU Food and Drink Business Review Ad 120821.pdf 1
12/8/21
Contact us at NutritionANZ@adm.com
www.foodanddrinkbusiness.com.au | January-February 2022 | Food&Drink business | 17