Alibi Pretox Pakistan
It was whilst attending Newcastle Uni in 2006, that the founder of Alibi drink - Olly Bolton, first had the idea of creating a PRETOX soft drink. It was here that he observed an emerging trend of consumers who had started to think ahead about their health and well being.
Olly had noticed that a large number of his friends and counterparts had become increasingly adverse to consuming artificial or caffeine laden energy drinks brands and were instead looking for more intelligent nutrition solutions to support (not stimulate) their active lifestyles.
In spite of their awkward consumable formats and limited high street availability, supplements such as effervescent vitamin tablets, re hydration salts and herbal extract solutions had been embraced as part of the daily ritual of young professionals.
Looking for a ready to drink solution with the above health benefits, Olly was shocked to find a lot of clever marketing but nothing very credible on the shelves. This inspired the development of Alibi and the creation of the PRETOX drinks category, named so to describe the growing number of consumers taking a proactive approach towards their health.
Working in conjunction with global beverage research agency - Canadean, Olly set out to develop this 'all-in-one' nutraceutical drinks solution, identifying replenishment, re hydration and support as the most desirable pillars for a PRETOX refreshment.
In order to maximise functionality, food and drink scientists were brought in to consult during the formulation of the nutritional blend and 18 vitamins, minerals and herbs were selected for their preparatory functions. The PRETOX solution was sent to international flavour houses who infused it with spring water and fruit juice and selecting the two most refreshing flavours Citrus and pomegranate, we were proud to begin production.
9 days later, Alibi achieved its first national listing in Waitrose.
