Fabmart and Fabmall founders launch AGAIN beverage

AGAIN has the goodness of low fat dairy (milk or yoghurt), real fruits, nuts, vegetables and natural sweeteners. It has zero refined sugar, no added preservatives, artificial flavours or colours

e4m by exchange4media Staff
Updated: Mar 6, 2019 7:45 PM
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The co-Founders of India’s first E-commerce company Fabmart.com, the co-founders of India’s first integrated online-to-offline retail company Fabmall, are back in the game to disrupt the beverage market.

Serial entrepreneur, author and industry veteran, Vaitheeswaran K along with co-founder Sundeep Thakran have launched beverage called AGAIN.

AGAIN has the goodness of low fat dairy (milk or yoghurt), real fruits, nuts, vegetables and natural sweeteners. It has zero refined sugar, no added preservatives, artificial flavours or colours. It is wholesome as it contains puree or paste and not juice or concentrate. The drink has been specially created to be stored at ambient temperature without requiring refrigeration, allowing convenient, on-the-go use cases. This is a huge breakthrough from a process and formulation point of view.

At a time when retail shelves are inundated with sugary fizzy drinks and tasteless health drinks, AGAIN is ready to grow the tasty & healthy food trend in India. The perfect pick-me-up for office meetings, refreshing companion to the gym, cool icebreaker at social gatherings, mid-day snacking at work or home…AGAIN is for every occasion.

Speaking about the significance of their latest venture, Vaitheeswaran said, “We see a huge gap in the ready-to-drink beverage market in India. Right now, consumers are forced to choose between delicious and nutritious. Whether its consumers shopping at retail outlets, patrons eating out at restaurants or passengers at airports, we wonder why can’t they have both?” 

He added, “The high sugar content and preservatives as well as significant amounts of artificial ingredients in popular beverages is disconcerting. Given the current scenario, it is of paramount importance that we provide nutritive food choices, which are easily accessible and affordable. Without compromising on the taste factor. With AGAIN, our endeavour is to do exactly that. And I have a feeling that this is going to be an exciting journey!” reveals the famed entrepreneur, TEDx speaker, and author of best-selling book Failing to Succeed - The story of India's first e-commerce company.”

Four variants of AGAIN have been pilot launched in select retail outlets in Bengaluru and online grocery stores. Shortly, the range will be available across retail chains in key cities. AGAIN offers two variants of double-toned (low fat) milk drink - almonds, cashews, dates; and strawberry, chocolate, jaggery – and two variants of double-toned (low fat) yoghurt drink - alphonso mango; and carrot, orange, banana. The range is truly WTF - Wholesome, Tasty, Filling!

Commenting on the brand’s USP, Thakran, co-Founder AGAIN says, “It has been an exciting challenge to create a range of beverages that rank high on nutrition as well as flavour. Instead of refined sugar, we have used honey and jaggery as healthy substitutes. AGAIN drinks have 100% natural ingredients, with the highest fruit/vegetable content, that too as puree and not juice or concentrate, as compared to any other beverage or dairy product in the market.”

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