In early 2016, while searching for delicious and nutritious beverages for his son, an international junior tennis player, Sundeep observed something disturbing and intriguing:
All beverage brands in the market - whether flavoured milk, fruit juices, energy drinks, cold pressed juices, aerated beverages et al. claimed to be healthy and tasty! Even when they had boatloads of refined sugar, preservatives, synthetic or artificial flavours and colours in them.
Fruit juices, mostly made from concentrates were high on sugar while low on real fruit content! Cold presses juices had almost no fibre, were high on hype and higher on sugar kick! Flavoured milk choices were just that - fruit flavoured milk without any real fruit but with lots of refined sugar. And then there were aerated drinks - a source of empty calories with water, sugar and artificial ingredients.
Although Sundeep's search for delicious and nutritious drinks remained futile, he shared his findings with Vaithee at a chance meeting. Both of them agreed that this sounded like the perfect opportunity to create a large consumer business with a potential for significant social impact and started investigation deeper.
Almost two years of frustrations, challenges, tests, failures, breakthroughs, ecstasies and innumerable I-told-you-it-cannot-be-dones later, (several old school beverage manufacturers told us that it is not possible to create a drink that is tasty to the Indian palate without adding minimum 10-12% sugar in it!), introducing a range of beverages that meet all the above tenets. A range that is truly WTF - Wholesome, Tasty, Filling!
But you don’t have to believe us. Taste it for yourself and you will come back for more. After all, there’s a reason why the brand is called Again.
Go ahead, simply #drinkagain.
At Again, despite being a Food & Beverages startup, we are actually trying to solve a mathematical equation.
Globally the thumb rule for food items is that what’s tasty is not healthy and what’s healthy is not tasty. In other words, mathematically Health and Taste seem to be inversely proportional.
At Again our goal, vision and mission is to try and rewrite this as
It’s not easy. Large global corporations have been at it for years but that’s what makes it so exciting.
A range of beverages with dairy (low fat milk / yogurt), fruits, vegetables, nuts, dry fruits, do not have added white sugar, no preservatives, no artificial colors or flavours and yet have a shelf life of 90 days without requiring refrigeration. An amazing product and process breakthrough.
At Again, we are committed to developing similar food and beverages in future which are tasty, healthy, nutritious, wholesome, filling, convenient and ready-to-consume and available to consumers at a fair price. Only our products will be premium, not our prices.
Headquartered in Bangalore, our vision is to create tasty and wholesome food and beverages items that will delight consumers globally. We are sharply focused on not just creating a strong FMCG brand but also build a sustainable business model.