KUALA LUMPUR, July 4 — Kombucha. Kefir. Even your favorite yogurt smoothie packed with antioxidant-rich berries. Probiotic drinks are here to stay.
So you can’t blame the observant consumer if he thinks he’s spotted a typo: Prebiotic drinks? You mean probiotics, right?
Supergulp disagrees. The house brand offers a line of sparkling prebiotic — not probiotic — beverages in refreshing flavors like Lychee Lemon, Lemon Lime, and Watermelon Pineapple.
Lemon Lime Effervescent Prebiotics.
Lemon Lime Effervescent Prebiotics.
According to WebMD, prebiotics are “a source of food for the healthy bacteria in your gut. They are carbohydrates that your body can’t digest, so they travel down to your lower digestive tract, where they act as food to help the healthy bacteria grow.”
Prebiotics are essentially a type of plant fiber that promotes healthy bacterial growth in your digestive system. We can get natural prebiotics from whole foods, such as many fruits, vegetables, and whole grains.
Transform unprocessed foods into convenient packaging or a more fun shape and you have a product you can market.
Supergulp was founded by 32-year-old Julian Koh. You would think that the young entrepreneur comes from the food and beverage (F&B) industry.
Supergulp founder Julian Koh.
Supergulp founder Julian Koh.
Exceeding expectations, Koh holds a Bachelor of Arts degree from Goldsmiths, University of London. He says: “I started my career as a designer for a women’s fashion magazine in Singapore. Over the years, I’ve transitioned into the tech industry, where I recently worked with C-level executives to drive business growth at Foodpanda.”
How do you go from an online food ordering platform to handing out cans of flavored, sparkling prebiotic drinks at various sporting events?
The idea for Supergulp came about during a visit to the supermarket.
Koh recalls: “As someone who doesn’t like sugary drinks, I discovered a few Western brands of sparkling prebiotics that intrigued me. After trying them, I loved the low sugar content and refreshing taste.
“That’s when I realized I wanted to make these functional beverages accessible to homes in Southeast Asia. The name ‘Supergulp’ embodies the positivity and benefits of every sip.”
Handing out cans of Lychee Lemon sparkling prebiotic drinks.
Handing out cans of Lychee Lemon sparkling prebiotic drinks.
But what are prebiotics?
Koh explains: “Many people are familiar with probiotics from products like Yakult, Vitagen and the recent popularity of kombucha. Probiotics are beneficial bacteria for your gut. Supergulp, on the other hand, focuses on prebiotics, which are nutrients that feed these good bacteria.
“Without enough food, the beneficial bacteria cannot thrive. Supergulp offers a healthier alternative to soda: it is low in sugar, low in calories and high in fiber.”
To develop his line of sparkling prebiotic beverages, Koh conducted extensive research into ingredients containing prebiotics and their health benefits.
He continues: “We then started working closely with our manufacturer and spent a lot of time on research and development to perfect both the recipe and the flavour profile. After months of hard work, we successfully launched three unique flavours.”
The previously mentioned flavors — Lychee Lemon, Lemon Lime, and Watermelon Pineapple — are fruit-based and easier for consumers to accept. Lemons are found in two of the flavors; the citrus notes tend to work well with carbonated beverages.
Supergulp operates a versatile business model: they sell directly through their website and offer their customers a subscription.
Koh with a new stock of Supergulp drinks, ready for delivery.
Koh with a new stock of Supergulp drinks, ready for delivery.
Koh defends this approach: “In today’s consumer landscape, it is essential to have a presence both online and offline. Many customers first discover our products while dining in restaurants and then seek them out online, often motivated by discounts and promotions.”
He adds: “Our subscription model is designed for convenience: customers can place an order once, choose the frequency of delivery and then simply wait for their deliveries to arrive.”
In addition to their online store, Supergulp currently has partnerships with over 80 retailers including supermarkets, convenience stores and F&B outlets such as Qra, Village Grocer, BSC Fine Foods, Ben’s Independent Grocer and BilaBila Mart, as well as restaurants and cafes across Kuala Lumpur.
It is clear that Koh is leaving no stone unturned with a careful but steady expansion strategy for Supergulp. With his previous experience, his first priority is to refine and strengthen his business model for sustainability.
The refreshing Watermelon-Pineapple flavour.
The refreshing Watermelon-Pineapple flavour.
Koh says: “When we first started, we faced numerous challenges due to limited funds. Building the brand, securing placements in high-end retailers such as supermarkets and managing operations were major hurdles.”
These limitations forced Koh and his team to be more creative with their solutions. Instead of hiring an agency to design the Supergulp brand, they learned Adobe Illustrator and created the designs themselves.
He adds: “This experience has taught us the importance of humility and the conviction to continue to persevere in achieving our business goals, knowing that there is always room for improvement as we grow.”
As Koh prepares a new supply of Supergulp drinks to be delivered, he shares that their long-term goal is “for Supergulp to become a globally recognised leader in healthy, fast-moving consumer goods (FMCG). We plan to introduce new flavours inspired by the rich and diverse Southeast Asian palette.
Readers will now likely focus primarily on runners who drink a can of Supergulp after their run or health-conscious shoppers who add the drink to their shopping cart at the supermarket.
If Koh’s vision becomes reality, Supergulp could become the standard drink across the country, from cafes to kopitiams.
Learn more about Supergulp bee:
Website: https://supergulp.co/
IG: https://www.instagram.com/supergulp.co/
