How TropicAloe outsold Coco-Cola and helped establish a small family business to a global brand.
We Built Two Market-Leading Aloe Vera Drink Brands in the UK but how did it start? Why did we launch Tropicaloe? and What did it achieve?
Disrupting the Beverage Industry with Just Drink Aloe & TropicAloe
At Brand to Buyer, we don’t just launch beverage brands—we create market leaders. Over the past 14 years, we have successfully developed, scaled, and sold multiple food and drink brands, redefining categories and shifting consumer behaviour.
Among our most notable achievements are Just Drink Aloe and TropicAloe, two aloe vera drink brands that disrupted the UK beverage market, outperformed household names, and built a category-defining movement in functional and alternative beverages.
But behind every success story lies an untold reality—the sleepless nights, the impossible logistics, the sacrifices, and the relentless pursuit of making an idea work against all odds. This case study is not just about how we won in the market—it’s about what it really takes to build a brand from scratch and go up against the titans of the food and drink industry.
Market Disruption: Launching the First Aloe Vera Drink in the UK
In 2009, the UK beverage landscape was saturated with carbonated soft drinks, energy drinks, and sugary juices. There was no major player in the functional beverage space, despite rising global health trends.
Recognising a shift in consumer consciousness, we launched Just Drink Aloe, making history as the first aloe vera drink brand in the UK.
Understanding the Consumer Shift
✅ Health & Wellness Trends – The UK functional beverage market was in its infancy, but consumer demand for natural, plant-based, and health-boosting drinks was growing.
✅ Behavioural Economics – Shoppers make subconscious decisions based on trust, familiarity, and perceived benefits. We positioned aloe vera as a superior, refreshing, and health-boosting alternative to conventional drinks.
✅ Product-Market Fit – We formulated Just Drink Aloe with 30% real aloe vera and 10% real fruit juice, ensuring authenticity and differentiation in a market of artificial flavours.
The Harsh Reality of Launching a Brand
While the idea of launching a beverage brand sounds exciting, the reality is relentless pressure, constant problem-solving, and personal sacrifice.
🔹 Shipping Nightmares – When your product is coming from halfway across the world, every shipment delay, customs issue, or missing container can set you back weeks or even months. I’ve personally had to track down missing shipments, deal with unexpected import taxes, and battle against inefficiencies that no one ever warns you about.
🔹 Waking Up in the Middle of the Night Thinking About Your Business – The reality of launching a food or drink brand is that it never leaves your mind. While others sleep, you’re thinking about cash flow, retailer negotiations, inventory, and the next big decision that could make or break your business.
🔹 Sacrificing Life’s Biggest Moments – Growing a brand means missing birthdays, weddings, anniversaries, and even funerals. There were times when I had to say no to family events because I was flying across the world to secure a new supplier, negotiating a distribution deal, or making sure a production run didn’t go wrong.
🔹 Competing Against Titans – When you step into the food and drink industry, you’re not just launching a product—you’re taking on multinational giants with unlimited budgets, retail connections, and decades of market dominance. But through relentless execution, innovative positioning, and strategic partnerships, we made Just Drink Aloe a household name in the UK’s functional beverage space.
“Launching a drink brand is not for the faint-hearted. It’s a battle every single day. But when you get it right, the rewards are worth every sacrifice.”
Devin Chohan
TropicAloe: Outselling Coca-Cola in Poundland’s Fridge Space
After establishing Just Drink Aloe, we leveraged market insights and consumer psychology to develop TropicAloe, an exclusive aloe vera drink brand for Poundland.
The results? TropicAloe outsold Coca-Cola, Britvic, and Lucozade in Poundland’s refrigerated section—a milestone that proved functional beverages could dominate mainstream retail.
Key Factors Behind TropicAloe’s Success
✅ Retail Psychology & Consumer Behavior – Shoppers in Poundland are value-conscious but quality-driven. We positioned TropicAloe as a high-quality, exotic, and health-boosting drink at an accessible price point.
✅ Price Elasticity & Volume Sales – Unlike premium health brands that priced themselves out of mass retail, TropicAloe optimized price elasticity to maximize unit sales while maintaining profitability.
✅ Fridge Space = Impulse Domination – Research shows that eye-level fridge placement increases impulse purchases by 30-40%. Securing this premium space gave TropicAloe a dominant shelf presence.
🔎 The Data Speaks for Itself:
📊 Poundland Fridge Sales Rankings
➡️ #1 – TropicAloe
➡️ #2 – Coca-Cola
➡️ #3 – Britvic
➡️ #4 – Lucozade
💬 “We didn’t just compete with the biggest beverage brands—we outsold them.”
The Science of Consumer Behaviour: How We Engineered a Bestseller
The success of Just Drink Aloe and TropicAloe wasn’t random — it was strategic.
Here’s how we applied consumer psychology and economic principles to make these brands a mass-market success:
1. Scarcity & Exclusivity – Creating Desire
People want what they can’t easily get. By making TropicAloe exclusive to Poundland, we increased perceived value and demand.
2. Social Proof & Brand Authority – Building Trust
People buy what others are buying. We leveraged retail data, testimonials, and influencer marketing to establish Just Drink Aloe as the #1 choice for aloe vera drinks.
3. Loss Aversion – Fear of Missing Out (FOMO)
Consumers are more likely to act when they fear losing out. We utilized strategic limited-time promotions and fridge placement tactics to drive urgency.
4. The Power of Storytelling – Emotional Connection
Just Drink Aloe wasn’t just a drink—it was a lifestyle choice. We positioned it as a natural, refreshing, and health-conscious alternative, tapping into deeper consumer desires.
💡 This is the same science and strategy we use to scale every brand we work with.
The Future: Who’s Next?
This case study isn’t just about past success — it’s about what’s possible for brands looking to scale in the beverage industry today.
At Brand to Buyer, we:
✅ Identify market gaps before the competition.
✅ Build and position brands for long-term success.
✅ Engineer category leaders that dominate their space.
Want to Build the Next Big Drink Brand?
📩 Let’s talk. Whether you’re launching a new food or drink brand or scaling an existing one, we know what it takes to turn a brand into a movement.
🌐 Contact us at www.brandtobuyer.co.uk
🚀 Your brand could be the next Just Drink Aloe. Are you ready?
