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April 28, 2022

Asia Bird’s Nest targets busy millennials with Wellnest superfood drink sachets

The drink is claimed to contain ‘superfood’ ingredients, such as bird’s nest extract, aronia berry, and 6-year-old Korean red ginseng.

By GlobalData Retail

Asia Bird’s Nest Corporation, a Singapore-based lifestyle consumer goods company, has launched Wellnest, a superfood beverage that aligns with modern lifestyles by incorporating traditional, better-for-you ingredients into a ready-to-drink (RTD) sachet format. The drink is claimed to contain ‘superfood’ ingredients, such as bird’s nest extract, aronia berry, and 6-year-old Korean red ginseng – all of which are believed to provide specific health benefits.

The company sells the product in a box of 30 sachets, which is uncommon for bird’s nest products where the majority of the products are available in single-serve glass jars. Each Wellnest sachet is 28.15 calories and contains 6.83ml of carbohydrates and 0.17ml protein. The entire box contains approximately 150g of bird’s nest.

The superfood drink is claimed to strengthen the immune system and improve digestion, cognitive functions, and energy levels. This puts the launch in a strong position given that, according to GlobalData’s Q1 2022 consumer survey, 77%* of Singaporean consumers believe that ingredients that boost immunity are somewhat or very appealing and 78%* who say the same for digestive health. Further, almost two thirds (61%)* of Singaporeans buy food or drink products with ingredients that boost energy occasionally if not all the time.

Asia Bird’s Nest claims that the product’s absorption rate in the digestive tract is higher than other similarly positioned products. To make this possible, the company invested 10 years in research and development, which involved breaking the protein chain peptides of bird’s nest. At the nanoparticle level, the derived peptides are approximately 100–1,000 times smaller than conventional bird’s nest products. Therefore, the peptides’ smaller size enables it to penetrate the bloodstream at a faster rate.

The health benefit claims of Wellnest can appeal to consumers who seek products that have a positive impact on their overall health. Consumers across the world are on the lookout for products that strengthen body immunity due to heightened health focus as a result of the COVID-19 pandemic. This can pave way for new growth avenues for Wellnest.  Offering Wellnest in a sachet allows the company to target busy millennials and Gen Z’s who seek convenience and will be attracted towards the product’s suitability for on-the-go consumption.

Currently, Wellnest is only sold through the Asia Bird’s Nest’s own website. The company has patented the product in Singapore, Taiwan, Indonesia, and the US, and is patent pending in 14 other countries. It also has plans to expand its geographic presence and introduce the product in China and other South East Asian countries over the next two to three years.