LONDON, United Kingdom — Birch water startup TAPPED is expanding its presence overseas with new distribution channels in Singapore.
The British brand, which launched into Whole Foods in 2015, views the country as a launchpad into the rest of Asia — plans to enter Hong Kong also on the horizon.
Having met during their time working at healthy drinks manufacturer Innocent, Co-Founders Charlie Hoare and Paul Lederer decided to set up their own brand after becoming frustrated with the lack of options available for natural, low sugar and functional drinks.
Within their first year of trading, the duo amassed sales of over £250,000, today their range of 4 TAPPED birch water drinks can be found in over 250 UK stores including Waitrose, Sainsbury’s, Ocado, Wholefoods and Planet Organic. TAPPED is also available in over 50 stores in Europe, primarily in Netherlands, Sweden, Finland, as well as online in Germany and Spain.
Last year, with the support of PepsiCo’s innovation platform Nutrition Greenhouse, the brand secured a €25,000 grant and a six-month partnership with the drinks giant, to accelerate the growth of its business. In addition, TAPPED raised over £200K via a successful crowdfunding campaign.
“Having expanded our distribution base for TAPPED this year now is the time for us to invest further in marketing so we can raise awareness, trial and consumption of birch water,” Lederer commented at the time.
According to TAPPED, the market for plant waters like coconut and birch water is predicted to reach $2bn by 2025, with the UK a key region for growth. However, the startup argues that the Asian market also shows promise.
Having met the brand’s Singaporean distributor Olli Mustonen, Director at Fluetis, last year, TAPPED has already been featured at a number of recent events in Singapore, including TEDxSingapore, The Busy Woman Project and Green Is The New Black.
Fluetis, an independent Singaporean trading company focusing on bringing exciting premium speciality and healthy products to new markets in Asia, has also helped to secure distribution at local vendors including RedMart, SaladStop! and a number of yoga studios in CBD.
“Singapore is a logical place for a new, premium brand to enter Asia. Its consumers are trend aware and love healthy natural products,” explained Mustonen.
“TAPPED has already received plenty of love from consumers,” he added.