Determined to create the ultimate health drink proposition with which to revitalize the functional drinks sector, Oliver sought the professional counsel of well-known enzymologist - Dr. Guy Mozolowski PhD ACRS. Together the pair worked to create the optimum balance of flavour and functionality using nutrients which were scientifically proven to help support the body against the stresses and strains of an active lifestyle.

In order to promote the self-evident truth that, “prevention is better than cure”, Oliver came up with the concept of PRETOX® or pretoxing as a means to encourage consumers to think further ahead about their health.

It was back in 2008, that Alibi’s creator Oliver Bolton first conceptualized the idea of a PRETOX® drink. It seemed to him that consumer desire for health supplements was not adequately represented within the soft drinks category. Indeed all functional drinks at the time seemed to contain only token amounts of nutrients and/or excessive caffeine, artificial ingredients and sugar.

“The trick that Alibi pulls is to provide all of the vitamins, cofactors and other micro-nutrition which are required by the body in order to take maximum advantage of its existing repair mechanisms.”

Dr Guy Mozolowski PhD, Director of Alibi R&D

Oliver Bolton, Founder & MD, Alibi

Originally stocked in just one Harvey Nichols store, 5 years on Alibi is now available in over 5,000 UK stockists and over 1,200 outlets abroad. Recently achieving second place (to Britvic!) in the ‘2012 Soft Drinks Manufacturer of the Year’ awards, Alibi has proven as a small, British, challenger brand, that it is able to compete and win against the larger players who have traditionally dominated the UK’s soft drinks market.

Over the last 3 years, Alibi’s sales have more than doubled year on year and with estimated sales of over 3 million units in 2013, it’s showing no signs of slowing down.

Unsurprisingly, the product has evolved in line with growth and 2012 saw it replace the sugar content with stevia - making it one of the first UK brands to do so.

In January 2013, Alibi was the first European soft drinks brand to incorporate the revolutionary immune system defense ingredient - Wellmune Beta Glucan into its trademark PRETOX® blend. Clinically proven to half your chances of catching a common cold, Wellmune is supported by clinical studies and over $300 million research.

In comparison to other functional drinks, now made with 20 high levels of health supplements, it would be fair to say that few other soft drinks come close to Alibi in terms of functionality.

Achieving major inroads within the fuel channel through accounts such as Roadchef Motorway Services, Restaurant Services in contract catering and Chartwells in Education, Alibi has made a considerable impact on some of the nation’s most prestigious retailers.

Recently Alibi was also awarded by the UK’s largest wholesaler - Palmer and Harvey - the ‘ Extra Factor’ award which recognises the contribution of their most valued, smaller suppliers.

Meanwhile, overseas business has continued to flourish in line with growth winning key accounts such as Carrefour in Belgium amongst others. Alibi now represents one of a very small handful of independent soft drinks companies which is able to sit alongside global category leaders such as Red Bull and Lucozade and still add incremental value to the sector.

Indeed with little interest in challenging either brand’s dominion, Alibi has succeeded in growing the profitable functional drinks sector above and beyond sports and energy drinks. Targeted at the modern day health conscious consumer, Alibi is designed to appeal to people who might otherwise be put off by the high levels of caffeine, uninviting flavours or high sugar content of functional drink brands.

Currently available in 7 international markets including the UK, Belgium, France, Russia, Hong Kong, Afganistan, and Pakistan, Alibi is set to commit sizable resource to its international expansion plans in 2013.

With commitment from 4 new markets including Germany, Sweden, Netherlands and the US, already the year has got off to a good start.

For the full list of stockist please visit www.alibidrink.com.

“Since the opening of the John Lewis Food Hall, Alibi has been one of our top brand champions, pioneering their products to the public. They are a young and dynamic company and have opened our customers’ taste buds and have given them the knowledge of what pretoxing can do for them!“TRACEY THOMAS, FOOD HALL SPECIALIST, JOHN LEWIS FOOD HALL

“I only wanted to bring on two new drinks this year and I knew exactly which ones. A natural energy drink and a PRETOX drink – Alibi”RUSSELL SHAW, BUYER, HOLLAND& BARRETT

“Alibi is a new approach based on being proactive instead of reactive. It has been a consistent performer with a reliable following that keeps growing and building. We love the brand design, and more than that, the display of detailed information on the can which goes far beyond the regular calorific values”DANIEL RODRIGUEZ, BUYER, WHOLE FOODS MARKET

“The Alibi launch was a great way to bring innovation to our range whilst giving our customer a reason to try new healthy products. Added to this, their “healthy snack deal” brought people into our units at times other than lunch, creating incremental sales. We are looking forward to their next promotion!”CLARE GARCIA - HEAD OF RETAIL & INNOVATION, MITIE CATERING

“Alibi has had a very well received launch into the Chartwells estate. The Alibi team has been highly proactive and thought of new and creative ways to bring the product to life. The product’s strong sales show that Alibi is very much on trend for the student demographic.”SALLY LLOYD, CHARTWELLS COMMERCIAL MANAGER, COMPASS GROUP

SALES & BUSINESS ENqUIRES

Tom ProcterCommercial Director

tom@alibidrink.com+44 (0)07500 129 484

MARKETING & PRESS ENqUIRES

Ildiko KmethBrand Marketing Manager

ildi@alibidrink.com+44 (0)7584 308 280

www.alibidrink.comwww.pretox.org

INTERNATIONAL ENqUIRES

Oliver BoltonManaging Director

oliver@alibidrink.com+44 (0)20 7993 4488