Hangovers, the single biggest factor that makes your morning go from yay, to nay. It’s an all too familiar sensation for most adults in the drinking age, and a feeling that makes us cringe, wishing we hadn’t had that last one (or two glasses) of wine the previous night. What if we told you there was a solution to help relieve the after-effects of alcohol consumption? Meet the father-daughter duo, Bharat and Mitali Tandon, who have come up with concoction Morning Fresh – the only antidote for those horrid hangovers.
We had the opportunity to talk to Mitali Tandon, Co-Founder of Morning Fresh, who gave us an insight to the ‘eureka moment’ of the product, the science behind morning fresh, and their expansion strategy. Based on our interview, here is everything you need to know about Morning Fresh.
To start off, could you tell us a little about Morning Fresh?
Morning Fresh is a safe and natural alcohol detox drink that is meant to be taken as your last drink of the evening. It comes in a compact and light-weight 60ml bottle in 3 flavours – Cola, Mint and Strawberry. The primary ingredients are Vitamin C, Mulberry Extract and Proteins that help flush out all the toxins and help protect the liver.
How was the concept of Morning fresh born?
We started doing research of Morning Fresh in 2014 and got into the market in end 2015. Our parent company, Sericare, founded by my father, are pioneers in the field of sericulture and using silk as a bio-material. Our research found that certain amino-acids in the silk protein resembled a particular naturally occurring liver enzyme. I was quick to gauge the gap in the market, as binge drinking is on the rise, there is a proliferation of bars and restaurants in the city and youngsters are increasingly leading a fast-paced life. We developed Morning Fresh as the only post-drinking solution to help relieve customers from the after-effects of alcohol consumption. Most people rely on home-remedies/informal methods. Our target audience is also very health conscious and we were particular about keeping the product natural, portable and easy to consume.
What are the benefits of Morning Fresh?
We have taken steps to ensure that the product was kept natural, so it contains no added sugar and caffeine and has zero fat and carbohydrates. The active ingredients are Vitamin C, Mulberry Leaf Extract and Silk Protein that help rapidly metablize the alcohol in the system and convert it into non-toxic metabolites. This helps flush out all the toxins from your body and also contains essentials vitamins that help protect and maintain liver health. . For more information on how the product works, have a look at their product video.
Currently, where can one buy Morning Fresh?
We are currently available at several bars and restaurants in Bangalore and also in retail outlets in Hyderabad and Mumbai.
For more information about availability, click here.
What have been the main challenges faced while on this journey?
As a product, I think the USP of our product; the fact that it is the first of its kind and an entirely new concept to the Indian market has been both an advantage and a challenge. We had to do a lot of primary research to gauge consumer behaviors and market size prior to putting together our business plan. A lot of back-end scientific research and extensive product development was also required including testing and finalizing formulations.
Secondly, with Morning Fresh we are really addressing consumer mind-sets, so part of the challenge has been to educate customers about the product USP’s and to have it be successfully included into their routine/everyday life. Having said that, it is an optimistic challenge that we are actively working towards by constantly setting the context of the product to the customer and ensuring that it is easily available.
I think you just have to be determined and believe in yourself. If you have got both those set in your core, you will always find a way to stay focused on the positive things and find a way to make it work. Challenges then become part of your every-day working routine and I mean, if you aren’t challenging yourself at every level – how will you grow?
What has the overall reception been from people who’ve heard of, or tried Morning fresh?
The overall reaction from customers and the industry has definitely been positive and that of excitement. We have worked hard to ensure that the product and brand identity is something that’s relevant to the young, urban and health conscious customer. Most people who have tried the product have almost always come back for more. The Indian audience has been very receptive and open to this new concept and we are excited to be included in the health and well-being space.
Additional campaigns that have been run and have been very successful in creating brand awareness and customer engagement :
Some of digital campaigns:
- The Bro’ster : The first ever interactive digital coaster that uses big data to gauge your drinking curve
- The Alculator : To help you drink responsibly and
- Fresh Sets : Fresh, new and undiscovered music playlists curated by underground, up-coming and new Dj’s to give our customers a holistic experience.
What are the plans for the company in the future?
I would like Morning Fresh to become synonymous with responsible drinking and a healthy lifestyle Pan-India. We are also excited to explore other mature export markets for the product as well. Additionally, the excitement for me comes in innovation A) using cutting edge technology to find ways to expand our product portfolio B) developing modern and multi-functional strategies to scale and grow a sustainable business.