Tess van Zwol Launches Organic Soda Brand After Red Bull Success
After 22 years at Red Bull, Tess van Zwol has introduced Santani, an organic soda brand for the EMEA market, aiming to become a leader by 2030 with strong investor support.
A New Venture in Organic Beverages
Tess van Zwol’s new venture, Santani Organic Soda, has already made a significant impact in the market. With two initial flavors, red fruit and lemon, the brand has caught the attention of major retailers like Ekoplaza/Foodmarqt and prominent hotels such as Nobu and W Amsterdam. This early interest underscores the potential of Santani to carve out a niche in the competitive beverage sector.
Healthy and Sustainable Choices
Santani sets itself apart with its commitment to health and sustainability. The sodas contain 40% fruit, no added sugars or artificial sweeteners, and are low in calories. Developed in collaboration with a food scientist and nutritionist, Santani aims to offer a healthier and more sustainable alternative to traditional sodas. This approach aligns with van Zwol’s vision of transforming the beverage sector through collaboration and innovation.
Market Response and Future Plans
The market response to Santani has been overwhelmingly positive. Blogs have already dubbed Santani as the potential hit summer drink of 2024. Additionally, the brand’s presence in 65 Dutch branches of Ekoplaza/Foodmarqt and its acceptance by high-end hotels signal a strong market entry. Van Zwol has ambitious plans for the future, aiming to introduce a new flavor by the end of the year and to sell about 4 million cans by 2027.
Lessons from Red Bull
Drawing from her extensive experience at Red Bull, van Zwol applies key lessons to Santani. She emphasizes the importance of building a lifestyle around the product and staying relevant to the target audience. The authenticity and consistency she learned at Red Bull are now pillars of Santani’s strategy. Van Zwol advises new entrepreneurs to pursue their dreams, collaborate with others, and leverage their networks for success.
Overcoming Challenges
The journey to launching Santani was not without its challenges. Van Zwol faced skepticism from those who advised her against leaving her stable job at Red Bull. However, her determination and belief in her vision have paid off. Today, Santani receives numerous partnership requests and commitments from festivals, hotels, and retail outlets, marking a successful start for the brand.