Ultra Beauty drink

Bella Berry
Naturally Beautiful

Suzannah Baker
E: suzannahbaker@hotmail.com

P: +44 (0) 7712 549 221

ultraskinbeauty.blogspot.co.uk

www.facebook.com/UltraSkinBeauty

@UltraSkinBeauty
“The secret to staying
young is to drink Bella
Berry, and to lie about
your age”
Why choose Bella Berry for Drinkpreneur?
• A significant market gap exists for this product, and feedback from target market
consumers is overwhelmingly positive
• The drink is inspired by the advanced beauty culture of Asia: time spent in China
and a honeymoon in Japan, and by working in the beauty industry; we are
passionate about innovating to give consumers what they really want
• The drink is unique – it is a blend of ingredients, branding and market position
that does not exist today
• The company Ultra Beauty and our drink Bella Berry are a small UK based start
up company with real honesty and soul – founders who are passionate about the
industry and making a difference for consumers
• The key founder Suzannah Baker has worked in global
advertising agencies in London and New York for over ten
years, knows how to tap into markets
• We need your help! Having said all of that, we are at late stage
sampling in the product’s development, but need your input to
get it over the line. We need partners for the manufacturing
and logistics of getting it to market, and tweaking of the final
branding…
The explosion of innovative drinks and liquid beauty
Bella Berry directly addresses a very clear market opportunity, and brings affordable,
fun RTD beauty drinks to the mass market
• The global soft drink market has grown for its seventh year running to over £200bn – the
UK capturing over £15bn of this. The majority (61%) of drinks bought are low calorie,
reflecting changing attitudes to health and diet
• Functional drinks are the fastest growing sector. They appeal to consumers seeking
specific benefits with a 'healthiness-on-the-go' idea. These beverages feature added
vitamins, minerals, or extra fruit or vegetables, and promote benefits like improved
immunity, skin health and an energy boost
• Meanwhile, the global beauty industry has grown for the twelfth year running, to over
£190bn. Of this, the UK represents again £15bn. Anti-ageing and skincare are the largest
subsector of this recession-proof market. Mintel reports that 28% of 16–35 year olds take
vitamin supplements designed specifically for skin health and beauty
• Unsurprisingly then, a huge growth area with significant potential is beauty drinks: daily
vitamin and collagen supplements in drink form, with ingredients that give you younger
looking skin, shiny hair and strong nails. Gold Collagen is one very successful example and
a bestseller in Boots. However, these medicinally-branded premium products are
expensive at £3+ per bottle, have a recommended course of two months+, and are fairly
hard to find - in the vitamin aisle at specialist health shops
• This leaves most consumers completely unserviced - Bella Berry addresses this
The problem, and our solution
Bella Berry does not just try and ‘sell to consumers’, it brings them what they want
in accessible and affordable way

For beauty, the only truly functional drinks are medicinal, expensive, and
inaccessible to most consumers.

There does not exist a hybrid nutritional and readily accessible beauty drink
for the mass market, and this huge consumer group remains unserviced.

Our solution targets the three problems with existing beauty drinks:

1. Their pharmaceutical appearance and serious branding

2. Inconvenient positioning and niche points of purchase
2. Their prohibitively expensive price point
Bella Berry will revitalise the RTD category
Sold in the convenience aisle, This natural, refreshing blend of
among RTD juices, smoothies, pomegranate and blueberry juices
mineral water and carbonates,
and water contains a proprietary
at a comparable price to
blend of collagen, vitamins, minerals
existing lunchtime RTDs: £1.60-
1.80 and green tea for optimum skin
health, radiance and energy – as well
Bella Berry will add as being a delicious hydration solution
something new to the
category – as well as Contains 70 calories per 330ml
containing all natural fruit bottle, so sits in the Low Calorie
juices, and packed with category
vitamins, it also contains
collagen – the building Functional: contains de-stressing and
blocks of skin, hair and nails, beautifying vitamins C, E, B6, B12,
which is becoming more and biotin plus green tea and collagen, for
more well known for its anti- feeling good all over
ageing and beautifying Targeted at mainstream consumers
properties and is priced accordingly

Why will consumers choose Bella Berry over competitors?

Every mainstream functional drink targets the nutrition market.
Bella Berry merges beauty with health, at an affordable price
The company and founder
Ultra Beauty as a growing beauty brand
Ultra Beauty is a beauty and lifestyle brand. The cornerstone is a blog, supported by a Facebook and Twitter
community. These three channels feature original articles and photography on diet, lifestyle and products, plus short
tips and links to other people’s blogs, and news. The Facebook page gained 15,000 followers in its first month

Founder and CEO Suzannah Baker has been an advertising and branding executive for ten years, working in large
WPP agencies and running global campaigns for brands such as Rolex, Shell, Gillette and Pepsi. As a beauty and
health enthusiast, her Ultra Beauty blog was started in response to questions about her diet and make up
techniques. The blog showcases her ideas and advice about how to achieve optimal health and beauty, and has built
up a strong community in fifteen countries, of women who discuss tips and tricks and inspiration.
The Ultra Beauty brand gives an option for the springboard for the beverage: the brand’s userbase and clear values
have already been shown to be popular, and its channels are ready set up to launch the drink
Industry background
The changing soft drinks market requires a new product
• The range of drinks on the shelves is growing, giving consumers a wider choice
than ever before
• So too are the occasions for drinking soft drinks: time pressures mean ‘grazing’ and
snacking out of home is growing, happening at multiple times per day
• Purchase often occurs for emotive reasons, such as a desire to get fit, and guilt
over past food choices. E.g. a calorie-free soda such as Diet Coke to drink with an
indulgent meal, or a ‘healthy’ fruit smoothie when hungover
• Consumers’ health needs are becoming more diverse, with
gender variances. While men want energy, nutrition and Men’s
performance enhancement from their drinks, women are performance
drinks:
more interested in weight loss, skin health, energy and
detoxifying
• The trend towards healthier drinks has created a number of
Women’s
new categories and changed the consumption trends of the enhanced
beverage industry as a whole. While previously dominated by drinks:

carbonated soft drinks, product categories with a healthier

image, such as bottled water, energy drinks and vitamin
enhanced waters are quickly gaining market share
Background, continued
Liquid nutrition through enhanced drinks: a convenient health boost
• Convenience is a driving factor in purchase, with ready to drink seeing the highest growth. Most RTD
purchases are made as impulse buys, from mainstream shops, not specialist health retailers
• Young working women have a relatively large disposable income and are happy to premiumize their drinks,
paying more for ‘results’
• Every single occasion for drinking and eating is an opportunity to achieve a personal health goal, with liquid
nutrition leading the way: selecting an ‘enhanced’ drink is seen as a smart way to make the most of your daily
diet choices
• Multitasking now extends to the drinks that we choose, and women look for beverages that don’t just have
zero calories, or naturally occurring vitamin C: they are willing to try innovative products with added health
benefits
• E.g. on 10th March 2014, Innocent launched ‘functional smoothies’ centred on soft health claims – three
varieties will use ‘Defence, ‘Energise’ and ‘Antioxidants’ positioning. The drinks have a RRP of £2.35
Current market – which soft beverages do women drink?
Global
RTD Growth of Calories
market Brands Size ml Price £ Sugar (g) Caffeine Vitamins Other nutrients
category category (kcal)
worth
15-20%
Enhanced A, C, E, B
£105 billion annually since Ultra Beauty drink 330 1.8 4 20 Yes Collagen
water complex
2006
CAGR of 2.7% Vitamin C
£64,501 Orange and apple single serve juice such as 1.50 -
Juices between 2008 330 33 158 No naturally None
million Tropicana, Copella, Innocent 2.50
and 2012 occuring
20% yearly Barista-made coffee and tea, Starbucks,
Hot growth in value Caffe Nero, Pret and Eat. ‘Healthy’ options 1.50 -
£8.7 billion 240 - 350 0 - 16 0 - 120 Yes None None
beverages between 2009 such as black, skinny latte and soya 2.90
and 2014 cappuccino
Range of
added
vitamins and
Drinks with a perceived edge on plain water.
Average 10% Some have minerals, e.g. Electrolytes,
Functional The most drunk is the regular variant, but 1.50-
£10.2 billion yearly between 500 0 - 32 5 - 120 added vitamins A, C, taurine, fruit
waters there exists a few no added sugar types. 2.50
2009 and 2012 caffeine B, E, zinc, polyphenols
Aimed at men, but also bought by women.
calcium,
biotin,
chromium
Pureed fruit sometimes sweetened with
159% in honey or sugar. Can have yoghurt and milk
volume sales added. Fruit juices and smoothies often
between 2005 count toward people's target of consuming None added;
1.80 -
Smoothies £1.7 billion and 2007, then five portions of fruit and vegetables a day, 250 25 127 No A and C fruit contains
2.50
a 36% decline creating a marketable health benefit. Pre- polyphenols
between 2007 made brands include Naked Juice Company
and 2009 and supermarket own labels, but Innocent is
the European market leader.
11% between
Diet Coke, Diet Pepsi are market leaders.
2009 and 2013.
Generally drunk at lunchtime or later; as it is
Diet and low
perceived to be too unhealthy to start the
calorie are 0.60 -
Carbonates £117 bn day with. The classic guilty pleasure, as it 330 - 500 0 3 Yes None None
fastest growing 1.80
contains almost no calories so can
segments,
theoretically be consumed without limits,
capturing 15%
but is thought of as mildly unhealthy
of total market
Current market – the problem with these drinks
Women are more aware of the harm that sugary and caffeinated drinks have on their skin
• The majority of the drinks on the previous page are actually not as ‘healthful’ as they make out, and
women are wising up to the truth. For example, in 2012, consumption of fruit juice fell by 4.9%. In
particular, smoothies struggled – volumes were down 6.4% on 2011
• Most women want to have flawless, radiant skin that resists ageing and wrinkles, so avoiding excess
sugar is high on their priorities. Dermatologists have found that aside from weight gain, sugar in juice
and smoothies has a damaging effect, making skin blemished, puffy and saggy
• Similarly, coffee is not good for the beauty of the skin because it prevents DHEA from being produced.
DHEA is a chemical in the body that regenerates and nourishes the skin. Excessive coffee can create a B
vitamin deficiency, which makes you feel exhausted and nervous. Moreover, caffeine is dehydrating,
meaning coffee enthusiasts’ skin looks wrinkly sooner
• Therefore, the pursuit of beauty – smooth, glowing skin, slim body and boundless energy - are the polar
opposite of what ‘health’ drinks or coffee actually offer. There are very few other options
Popular drinks for women, and the equivalent amount of sugar in each, in food equivalent:

This Water pure Prêt orange juice Innocent

squeezed lemon 500ml pomegranate,
and limes 250 ml Sugar equivalent: blueberries, acai
Sugar 13 Hobnob smoothie 250ml
equivalent: 2 biscuits Sugar equivalent:
Kellogg's Chewy 3.5 Krispy Kreme
Marshmallow doughnuts
Rice Krispies Bars
The Ultra Beauty drink: Bella Berry
A groundbreaking mainstream drink with real beauty benefits
• Bella Berry will appeal to the mass market as a healthy, refreshing
supercharged low calorie juice drink – at an affordable price and easily
available
• Unlike other drinks, it contains just 70 calories per bottle and is naturally
sweetened, contains a proprietary blend of skin-friendly vitamins and
importantly – collagen – the building blocks of glowing skin, strong nails and
shiny hair
• Refreshing, delicious with skin-friendly nutrients, Bella Berry drinkers will be
those seeking a healthy alternative to water, juice, smoothies and coffee –
an enhanced hydration solution which will become a lifestyle choice
• Superfruits pomegranate and blueberry juice form the base of the drink, and
it also contains anti-ageing vitamins B6, B12, C and E, green tea, biotin and
has no added sugar and no artificial sweeteners; the formulation stimulates,
providing an instant lift. Benefits are felt as well as seen, and the drinker
feels good all over
• Our drinker knows that with regular use, the vitamins, superfruits, green tea
and collagen will promote radiant, clear skin that glows with health, as well
as reducing stress and naturally increasing energy
• There are currently few drinks like this available in mainstream stores; a
good comparable being the male-targeted Vitamin Water Zero, which has Comparable drinks on
done a brilliant job appealing to both sexes the market in the UK
Bella Berry will stand out from the crowd
The drink’s appearance will be unusual, yet reassuringly classic

Size, bottle and labelling

• Bella Berry will be 350ml, packaged in a clear
plastic bottle. The label will partially cover the
bottle so that you can see the product inside, and
is 330ml – so less chance of wastage than with big
500ml. The bottle will be a classic shape, with a
small opening
• The similarity in appearance to existing drinks will
make transition to Bella Berry an easy one – the
buyer seen to be making a smart choice – rather
than making a statement
Price point
• In line with other RTDs, but significantly
differentiated from drinks with skin benefits, the
RRP will be just £1.60-1.80
• Boots, Waitrose, Sainsbury’s and Tesco and other
major retailers will be approached with regards to
including the drink in their meal deals
Some of the other designs put forward
Direct competitors to Bella Berry
Other nutrients
Calories
Brand name Manufacturer Available Size ml RRP £ Caffeine Vitamins
(kcal)

Functional waters/RTD teas

Large retailers, not widely
Sobe PepsiCo 500 1.45 10 - 100 No C, E, B, Zinc Electrolytes
available

Vitamin Water Zero Glaceau Most large retailers 500 1.99 5 No A, C, E, B None added

Mostly specialist health

Alibi Solution Sciences 330 1.50 100 No B, C, D E, K Potassium, Calcium, Selenium, Collagen
shops
High end shops like Harvey
BeautyIn private label 340 3.80 15 No A, C, E, B Potassium, Calcium, Selenium, Beta Glucan
Nichols and Selfridges
Large retailers, not widely Made of pure coconut water, which contains
Vita Coco All Market Inc. 330 1.99 90 No None added
available naturally occuring potassium
Large retailers, not widely Made of pure coconut water, which contains
ZICO Coconut water Coca-Cola 414 70 No None added
available naturally occuring potassium

Small number of large

Skinnywater Bio-Synergy retailers and 500 1.49 10 No D Chromium, zinc, L-Carnitine
specialty/luxury stores

Lipton Iced Tea Britvic Large retailers 500 1.20 140 Yes None added None added

Large retailers, not widely

Mangajo Iced Teas Mangajo Drinks Co 330 1.70 75 Yes None added None added
available
Unknown as yet. Premium green tea with
Teasy (launching 2014) Honesty Foods None added
chamomile/peppermint
Large retailers, not widely
Jimmy's Iced Coffee private label 330 1.59 118 Yes None added None added
available

Liquid beauty supplements

Gold Collagen private label Specialty stores only 50 3.59 20 No C Collagen,
20 for two
FTN beauty shot FTN Believe Specialty stores only 60 27 Yes D Blue-green algae, blueberry extract
weeks's supply
5ml (dilute with 25 for one
Fountain (dilute) Deciem Boots 25 No None added Hyaluronic acid, reservatrol
water) month's supply
1 tsp (mix with 36 for one
Rejuvenated Collagen Shots Rejuvenated Online only 92 No B, C, E Hyaluronic acid, collagen
water) month's supply
 Competitor trends in functional drinks
More liquid beauty products and supplements for women

‘Fountain’ beauty and longevity

supplement – a dilute sold in chemists ‘Beauty In’ was launched beginning of 2014 Green tea as a more and more popular drink,
as a beauty and vitamin drink sold in high end seen in a huge variety of stores and
stores such as Harvey Nichols for £3.20 formulations

Gold Collagen is the UK’s first collagen supplement and is Boots’ most popular drink, ‘Beauty’ gets its own section in the
despite it’s £75 a month price tag. It is not a RTD beverage though – just a liquid vitamin aisle
supplement
SWOT analysis: The brand faces a competitive environment
Strengths
• The only mainstream drink with collagen and vitamins
in a RTD format
• Distinctive look: fun, simple and stylish unlike the
serious health drinks currently on the market
• The only mainstream vitamin drink with collagen. Apart
from Vitamin Water Zero, the only low calorie vitamin
drink
• One of the very few RTDs that is under £2 and can be
bought in normal shops, along with everyday ready to
eat food choices
Weaknesses
• New to the market: the brand needs to make an extra
effort to establish credibility
• Public confidence in the efficacy of collagen is varied:
while users of this supplement are evangelical about it’s Threats
effects, there exists a lot of doubt, especially outside of
major cities
• High cost of ingredients and low profit margin: until
sales take off, the company will take a very low margin,
so that the drink can be sold at an affordable price
• Lack of knowledge of manufacturers and distributors
• Because collagen is such a relatively unknown ingredient
in Europe, it is likely that manufacturing will have to take
place in Asia
Opportunities
• Health concerns: women want to optimise their food choices
in new ways, such as enhanced beverages: both as a health
boost, and to undo damage of previous food and lifestyle
choices. More scientific studies on the potency of green tea
for longevity and weight loss
• High public awareness of the wellbeing benefits of Ultra
Beauty’s ingredients means acceptance is likely to be easier
than if introducing a new set of nutrients
• Very small number of direct competitors
• Similar brands have taken out large advertising campaigns to
increase awareness of the health benefits of the ingredients
– B vitamins, green tea, collagen – so Ultra Beauty has to
work less hard to persuade consumers that they are worth
paying more for (as opposed to drinking water or cheaper
soft drinks)
• Other drinks are being launched every month that get closer
and closer to Bella Berry. Soon there will be more
competition
• Securing a reliable and cost effective supply of the
formulation and bottles will be more difficult for an private
label than for the large corporation, so supply could be
threatened
The target market is waiting for Bella Berry
Rather than a specialist product, Bella Berry will be bought by a wide range of women

• Bella Berry will be a mainstream product,

bought by women aged 18 – 35 as impulse
purchases while out of the home

• It will be sold in the chiller next to grab and go

items such as sandwiches and salads – a
section of food retailers that women of this
age group are very familiar, visiting daily. It
will sit next to juices, carbonates, smoothies
and mineral waters

• Most of our drinks will be purchased in the

morning as a ‘healthy start to the day’ and
alternative to other caffeinated drinks, or in
the afternoon for an energy boost; or to offset
the perceived effects of the previous day’s
eating and drinking
 The target market is ready for Bella Berry
Convenience and health are key to this group
• Health-aware, already purchasing vitamin
supplements, occasionally specialist health food
(i.e. wheat-free or Omega 3 enriched) and roughly
know the effects of diet on health and looks
• Beauty-conscious but not obsessed, so spending
money on mid-range to premium skincare
products and reading articles on how to have
healthy, radiant skin. Not necessarily thinking of
‘beauty’ as a hobby or interest
• Live in the Capital or large urban areas such as
Bristol, Birmingham and Cambridge
• Aware that traditional non-alcoholic beverages
such as coffee and orange juice are not healthy
and may actually damage their beauty – but not
sure what alternatives they should be purchasing
• They prize convenience and price as key to
purchasing decisions: need fast, local food
options to fit in with their busy working and social
lives but will not pay over the odds for any one
item. For a beverage to fit into their daily food
budget, it must be at the same price point as
other beverages – whether the quality is
comparable or not
Operational plan
Formulation and manufacture

• What stage is Bella Berry at? We are second stage sampling and brand building, and would
love your input on this
• Is the branding final? No! We have a number of brand ideas, names and paths to market
• Where are you based? To date, the company has been run from the Ultra Beauty office in
West London
• Formulation: The formulation and trials are taking place at MyDrink Beverages, which is a
beverage innovation company. They will take care of the recipe development, prototype,
laboratory testing and formula optimisation. They also advise on manufacturers and bottling
plants
• Investment to date: So far costs include £2000 development costs with MyDrink, and various
smaller incidental costs, but no debt has been taken. A £20,000 government loan has been
secured, and additional equity is available from passive investors if required up to c.£100,000
• Equity: 100% of the equity is with the founder
• Costs for manufacture, bottling and distribution are expected to be £0.50 per bottle
• Wholesale price will be £0.90 per bottle
• RRP price will be £1.60-1.80

• Please see attached financial plan for more detail!

Operational plan
Marketing

• Exposure of the brand to the target market is of primary importance. The plan is to
start with targeted locations in select cities, and then to branch outwards to cover
nationwide outlets.
• ‘Coming soon’ promotions near where women would normally purchase their
usual RTD – near Starbucks, Wasabi, Prêt etc. in shopping centres, business district
zones, high streets
• Social media campaign to take place as a sister channel to the Ultra Beauty social
media communities, backed by Ultra Beauty
• Pop-up shops with promotional staff selling the drinks at Canary Wharf, Waterloo
station and Westfield shopping centre
• Small, independent convenience shops will be contacted re. selling the drink
alongside their range of ready to eat food. We will enlist the help of a distribution
consultant who has existing relationships to make first contact with major stores
• Once a customer base has been attracted, large mainstream retail stores will be
contacted – Tesco, Boots and Waitrose
Appendices
1. Alternative branding: Face Lift

The Face Lift route is more niche, and would appeal to a smaller market – but is
totally different to existing products and would create a buzz around the
controversial name.
The name has a double meaning:
SMILE: Your face is lifted with a smile because of the tangy and delicious berry
burst mouth party, and because of the energy-giving vitamins
IMPROVED SKIN: The collagen overhauls your skin by smoothing wrinkles and
giving you a radiant, young looking complexion
Appendices
2. Bella Berry’s nutritional information per 330ml bottle: 4. Style of plastic bottle:
Hydrolysed Collagen: 2500mg
Vitamin C: 80mg • Clear
Vitamin E: 6mg • 350ml
Zinc: 1.5mg
• Classic design
Vitamin B6: 1.4mg
• Possibly printed on inside of label, visible
through the liquid (like Fiji)
Biotin: 50mcg
Green tea
Natural fruit extract: blueberry and pomegranate Style of opening:
Energy: Under 70 kCal per 350ml bottle • Small
• Regular screw top
3. Inspiration for branding and design:
Thank you!