The flavored spring water brand says it offers a convenient source of the integral amino acids, fuelling the immune system and building resilience to stress, depression and anxiety.
Kris Ingham, founder of Rejuvenation Water, came up with the concept 10 years ago, when he discovered the benefits of amino acids at university.
After creating the beverage and then shifting the concept to a commercial scale, he has launched Rejuvenation Water in three flavors.
A discovery process
“Creating the recipe for Rejuvenation Water was harder than I initially expected,” Ingham told BeverageDaily. “The process took up a lot of time, effort and coordination with third parties to pull together the complex formula without compromising on taste.
“The most challenging aspect was moving the concept from kitchen to an actual prototype. With Rejuvenation Water being the first of its kind in terms of innovation, many stages of the formulation were a discovery process.”
Ingham says there is a gap in the market for this type of functional water and demand from consumers is high.
"The best way to describe the importance of amino acids is that they are the building blocks of life"
Founder Kris Ingham
The brand is conveying the relevant benefits of amino acids to each of its target markets, he added.
“For the urban professionals, who are often under a lot of pressure, we focus on emphasising the neurological and immune system benefits of amino acids.
“For the fitness enthusiasts we focus on the pre-workout benefits of endurance and the post workout perk of aiding recovery.
“And for vegans, who often struggle to get the required level of amino acids from their diet, we simply stress the importance of amino acid supplements.”
Vegans and fitness enthusiasts tend to have the best understanding of amino acids because of the close attention they pay to their diet, Ingham continued. However, conveying the significance of amino acids is still important.
“There is certainly still some work to do in terms of raising awareness of the importance of amino acids. The best way to describe the importance of amino acids is that they are the building blocks of life, and are vital for even the most basic of bodily functions.”
Health shops, gyms, hotels
Rejuvenation Water was launched in 500ml PET bottles at the Lunch Exhibition in London last month, and distribution now includes Marigold Health Foods, Healthy Snack Distributors, and Aqua Amore.
There are three varieties: apple & mint; Spanish orange; and ginger & lime, priced at £2.49 ($3.60).
“Our launch strategy is to focus on raising brand awareness in the areas where we know a large proportion of our target markets resides; urban conurbations,” said Ingham. “We will do this by targeting multiple retail and health shops, independents, gyms, hotels and travel outlets.
“We are also looking to expand brand awareness by showcasing the product at various trade and consumer shows throughout the year.
“We will also be investing in numerous PR campaigns with the possibility of recruiting a brand ambassador.”