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Shine Drink launches

Demand for Better Energy Continues to Grow as Shine Drink launches into Woolworths

Shine – Australia’s first better energy nootropic drink developed with natural nootropics – has launched into Woolworths stores nationwide.

To celebrate the launch into Woolworths, Shine has released a new sugar-free, four-pack 250ml can range available in Peach Passionfruit and Blueberry Lemonade flavours. The new sugar-free range has less than six calories per serving and is being sold at Woolworths in the energy aisle.

Commonly referred to as ‘smart drinks’ or ‘brain drinks’, nootropic beverages contain natural functional ingredients that are designed to energise and awaken the mind.

With a large and diverse product offering, ranging from shots to 500mL servings, Shine Drink has made a conscious effort to cater to all key customer segments within the functional beverages space; and Shine enjoys a higher-than-industry-average repeat purchase rate.

With a brand philosophy to help people ‘Think, Feel and Do Better’ – Shine is an incredible Aussie success story that has sold over $40,000,000 in retail sales, and continues to see rapid growth since its inception only six years ago. In addition to Woolworths stores, Shine is currently sold through more than 6500 outlets across the country including in petrol and convenience retailers, corporate grocery, office-buildings, co-working and entrepreneurial spaces, QSR stores, sports-stores, gyms and many more.

Shine CEO and Co-Founder, Steve Chapman, says that Shine’s continued growth stems from its ability to satisfy two dominant consumer demands of today’s retail market – that is, products that give energy to fuel busy lifestyles and health consciousness.

“Our launch into Woolworths has been on the vision board since we started Shine. It’s an important move solidifying our position in the energy drinks category and, it’s a testament to the fact that consumers today want products like Shine which are natural, zero-sugar and a better form of energy that tastes amazing!

A booming market, the functional beverage industry is now worth a whopping $445.6m a year (according to an independent study by Ibis World published in September 2020) and the sector continues to inflate. A recently released study by Grand View Research claims that the Covid-19 pandemic made a significant contribution in boosting the demand for nootropics[1]

Furthermore, research suggests that millennials and those of Generation Z in particular are mainly driving the demand for functional drinks such as Shine. According to countless recent independent reports, younger people of legal age are drinking less alcohol than any generation before them and they’re far more health-conscious than their parents and their parents before them.

“There’s no fooling today’s consumers – especially those of our target market category. People today are savvier and more knowledgeable than ever before with greater access to credible resources about the foods and drinks they consume,” says Shine Drink’s Brand Manager James Noakesmith.

“I’m absolutely thrilled that more Australians can now enjoy Shine thanks to our entry into one of the country’s biggest supermarket chains,” adds Steve.

For more information about Shine Drink, check-out:


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