Singapore’s Nyva seeks to expand sales channels of anti-hangover gummy, eyes US and Australia markets
A personal experiment-turned-business opportunity, the alcohol recovery aid was launched last August and is gearing up to begin sales to overseas markets.
It took three years for the firm to develop and commercialise its product, during which an increasing number of hangover remedies had entered the local market.
“Each serving of our gummies contains 1,250mg of dihydromyricetin (DHM), an active ingredient that protects the body from alcoholic toxins and improves its metabolic efficiency — more than double of what is available in most products in the market.
“My alcohol tolerance was terrible and existing products did not work for me. That’s when I decided to do my own research and come out with something that is enjoyable yet effective. Nobody ever looks forward to taking a capsule or pill, which is why I chose the gummy format,” Aloysius Yee, founder of Nyva, told NutraIngredients-Asia.
He added that the gummies abide by Health Sciences Authority (HSA) guidelines and have undergone third-party lab testing to confirm its safety for consumption. They are also manufactured in a Hazard Analysis and Critical Control Points (HACCP)-certified facility.
The products are currently available at Nyva’s website, and e-commerce platforms Shopee and TikTok Shop, while the brand is working on entering convenience stores.
“Drinking is often a spontaneous activity, and the best way to get anti-hangover remedies would be at a convenience store. It is definitely a sales channel that we want to explore, but we are still in talks to find something that works for us, in terms of cost as well.”
According to Yee, AlcoBlock will soon be listed on Amazon, which will kickstart overseas sales to the US.
Besides major markets like the US and China, the start-up is also eyeing the Australian market due to the population’s interest in health and wellness.
“In Singapore, we try to target the pain point of consumers, which is hangover symptoms. However, our gummy not only provides post-drinking relief but is also good for the liver. It enables the liver enzymes to work harder in breaking down alcohol, so you feel more refreshed when you wake up after a night of drinking.
“Its ability to break down alcohol efficiently also helps with eliminating Asian flush that stems from an accumulation of toxic compounds. It is a better-for-you product that we believe Australians are inclined towards, so that’s where we would like to focus on in the future.”
At the same time, the firm is looking for more partners to distribute both in Singapore and internationally.
Marketing engines
As part of its marketing strategies, Nyva is focusing on the TikTok platform to raise brand awareness and explore live commerce opportunities.
“Despite good reviews, if there is no marketing and no attention on the product, consumers won’t know about it. To that end, we will be posting more engaging and educational content on TikTok because I realised that a lot of people love drinking, but they don’t know how alcohol is broken down (in the body).
“While social media happens to be where young adults are most active at, our product is suitable for anyone who enjoys drinking. We are slowly seeing an increase in awareness and sales, but we are not where I want to be yet, so the marketing on Tiktok would be the most important for us right now,” said Yee.
In addition, the brand hopes to build a community of people “who love to drink without having to be concerned about their health”.
“Nyva was born from the fact that I can’t drink, even though I like to go out and have fun with my friends. Our gummies are helpful for people like me who have low alcohol tolerance and yet do not want to miss out, especially on occasions such as birthday parties, where people tend to drink more than usual.”
Although there is only one flavour (apple flavour) for the gummy at the moment, the firm is working on new products with a focus on taste and efficacy.
“We like the gummy format a lot, so we are thinking of coming out with different products in this format. Because the ingredients in our gummy are not toxic even in large amounts, you can take it just like a normal snack. But it is advisable not to exceed one packet (of 10 gummies) in a day.
“Our long-term goal is to increase our presence both in Singapore and overseas, and to come out with more products related to health and wellness, beyond just alcohol-related products.”
