Health drink company Shine+ has expanded into Caltex Star Marts with a new 400ml chilled range.
Following a successful trial, the drinkable nootropics range will be stocked in more than 650 of the convenience stores.
With a Wild Tropical flavour, the new 400ml range is carbonated and served chilled, and comes in flavours of 'bright' (white bottle, and caffeine-free), 'brighter' (clear bottle), and 'brightest' (black bottle).
The custom glass bottle includes Shine+ branded embossing on the neckline, which helps it stand out next to small-format health drinks.
The label has a premium matte black and matte white finish, reinforcing the quality of the ingredients and product and the premium price point; and a shrink wrap is used over the label.
The drink combines natural and functional ingredients shown to aid mental clarity and concentration.
Shine+ contains only natural, earth-grown botanicals, with no artificial additives, and no added sugar, according to CEO Steve Chapman, who founded the start-up in 2016.
He said nootropics provided an alternative to energy drinks, coffee, or other caffeinated beverages.
From a biohacking method only seen amongst the pioneers in Silicon Valley to now having mainstream appeal among students, professionals and the health-conscious, the market, which was valued at US$2.3 billion in 2015, is expected to reach US$11.6 billion by 2024.
The key functional ingredients and natural nootropics in the Shine+ 400ml range are Ginkgo Biloba, Turmeric, Green Tea, L-Theanine, Green Coffee Beans and natural B vitamins.
The new range comes in three strengths, each differing in the amount of green coffee beans and equivalent caffeine.
The combination of ingredients is said to ensure sustained mental clarity and concentration without the well-known ‘caffeine crash’ or sugar crash.
"After we saw the overwhelmingly positive response to our first drink, the 110ml smart shot, we asked our fans what they wanted to see next,” Chapman said.
“The two things we heard consistently was ‘make it bigger’ and ‘make something for the fridges’.
“I’m humbled by the response to the 400ml, which has been even more positive than we originally planned for.”
The original Shine+ 110ml shot, launched 18 months ago, is now available in over 2000 stores including Woolworths Metro, IGA, Harris Farm, On The Run and Zambrero Mexican restaurants.
The new 400ml range will be rolling out into existing stockists over the coming months following exclusivity in Caltex Star Mart.
RRPs range from $5.90 to $6.50, or online in packs of 12.
