UK Food & Drink Success Stories: Q&A with Revibed Drinks co-founder, Eugene Patterson, about getting a listing with Virgin Atlantic
Over the years, Bread & Jam has actively supported the growth of thousands of food startups, from emerging brands getting their first specialty retailer to more established players scoring national supermarket listings. As part of our Success Story series, we’re highlighting fellow challenger brands who have seen some wins, and ask them a few questions.
1. Tell us about Revibed Drinks, how did it all start?
Revibed Drinks emerged as the UK’s pioneering pre-mixed superfood infused water, challenging the traditional consumption of superfoods found in smoothies, juices, and powders—often high in sugar and with a tart taste.
Our vision was to introduce a convenient, on-the-go format that’s 100% natural, sugar-free, and under 10 calories per can. The inspiration stemmed from watching my father make hibiscus tea, a beloved drink within the Caribbean community. Additionally, my travels across Southeast Asia unveiled the broader spectrum of superfoods, notably in açai smoothie bowls.
2. How did you go from an idea to an actual product, and did you encounter any challenges along the way?
Transforming the initial idea into a tangible product posed challenges such as managing unit costs to facilitate wider national distribution and the shift from kitchen production to scale. We carried out our own recipe development. In hindsight we should of used a recipe developer such as Fusion Liquid to support with our unit costs, taste and quality of drink.
3. Congrats on getting listed with Virgin Atlantic! Tell us how that happened.
Securing our listing with Virgin Atlantic was a result of our participation in the UK’s leading Bread & Jam event, a revolutionary gathering in the FMCG industry. This platform allowed us to pitch to retailers, including Virgin Atlantic, where our pre-mixed superfoods concept captivated the buyer, impressed by the innovative approach and uniqueness in the market. Many competitors evoke the same feeling or message of being a low calorie or zero sugar drink. The buyer liked the idea of leveraging the Marco trends of the superfoods and benefits providing an ‘elevated’ experience for in-flight passengers.
4. Why do you think your pitch at the Bread & Jam Festival was successful? Any tips for others hoping to pitch?
The success of our pitch at the Bread & Jam Festival hinged on authenticity and a genuine approach. Understanding the buyers’ constraints in time, engaging in meaningful dialogue, and presenting a concise, well-researched pitch, emphasising our unique selling proposition (USP) while acknowledging the market competition, proved instrumental . The key is preparation without being overly scripted, fostering a genuine connection while highlighting our distinctiveness. For us that was the superfood element and understanding your key target market.
5. You founded Revibed Drinks with your dad, what is it like running a business with a family member?
Running a business with any family member, especially my father, has been an incredible experience. Revibed Drinks would not exist without my fathers childhood recipe.
Working with my father brings a unique dynamic to the table—our shared passion for the product and complementary skills have strengthened our bond. For example I specialise in Sales and Marketing with my father leading on finance and operations.
However, there are challenges like balancing personal and professional boundaries, but overall, it’s been rewarding building something together.
6. Would you advise other food and drink brands to come to the Bread & Jam Festival?
Absolutely, attending the Bread & Jam Festival can be a game-changer for food and drink brands. It offers invaluable opportunities to network, pitch to industry experts, and gain exposure to potential buyers. The platform provides a conducive environment for learning, connecting, and showcasing innovative products, which can significantly benefit emerging brands. For me Bread & Jam has completely changed the direction and growth of my business. I believe not attending Bread & Jam not matter what stage you are at is a crime. This is a must attend event! I cannot praise the team enough. You will 100% take key learnings and make contacts.
7. Any other nuggets of wisdom/advice to share with other food brands starting out?
Starting a food brand requires perseverance and a deep understanding of your market. Focus on differentiation, whether through product uniqueness, branding, or distribution strategy. Embrace feedback and iterate continually. My father has always taught me that ‘feedback is the breakfast of champions’. Building strong relationships within the industry, staying authentic, and being adaptable in an ever-evolving market are also key to success.