FRANCE – French tonic water and premium mixer for cocktails brand, Hysope, has raised €1.6 million (US$1.5m) to expand in Europe and renew its packaging.
The record-breaking figure raised in the premium mixer sector, according to the tonic and ginger beer brand, was raised by High Flyers Capital, a seed fund for food, and private investors.
Meriadec Buchmuller the founder of Hysope, which was launched in 2019 for hotels and restaurants, said: “I always knew that I wanted to launch a business around gastronomy. I wondered about the beverage market, which mainly offers sweetened products with additives that are not always good for our health.”
Today, people want good, well-made, and natural products. At Hysope, sourcing raw materials are the key. I have traveled all over France and the world to find our ingredients, assemble them and imagine recipes that I like and that correspond to market expectations.”
Hysope said all the products in the brand’s range are 100% organic, made without additives, and are available to purchase from more than 1,000 points of sale, including wholesalers and restaurants.
Since the beginning of 2022, almost one million of the brand’s bottles have been sold, and now the startup wants to quickly become the French leader in the non-alcoholic beverage market, which represents €5 billion [US$4.8bn] in France and is in hyper-growth with an expected annual growth of 35%-40% by 2027, according to Jérôme Rayet, a partner at High Flyers Capital.
In June, Hysope announced that it will continue with its momentum and export to Belgium after the launch of GIN IN THE BOX (VD Square), a Belgian company active in spirits and non-spirits.
VD Square’s mission is to promote Premium Spirits and Non-Spirits products through offers on the internet and in specialized distribution networks.
The new company has become the contact favored by HYSOPE to support its development with cellars, grocery stores fines, organic supermarkets, and the Belgian territorial network.
While the booming tonic market today is almost mainly occupied by Anglo-Saxons, the young French startup intends to take advantage of key assets: local production, but above all the origin organic of its ingredients and the naturalness of the 5 recipes of the range.
As many customers today wish to offer local and organic products, Hysope said it is precisely positioning itself to ensure everything is done to enhance the qualities of the product’s organoleptic.
Liked this article? Subscribe to Food Business Africa News, our regular email newsletters with the latest news insights from Africa and the World’s food and agro-industry. SUBSCRIBE HERE.