On the up · 19 June 2017

PHIZZ: The effervescent tablet that’s the lovechild of Berocca and Dioralyte

Phizz
PHIZZ is first effervescent tablet onboard an airline

Founded by three entrepreneurs who share a passion for living life to the full, PHIZZ is a new effervescent tablet to use for tiredness and dehydration during travel, exercise or simply to cure a hangover.

Designed to give the body the benefits of both Dioralyte and Berocca, in just 18 months PHIZZ has won listings at various high-profile UK sports clubs, including boxer Anthony Joshua’s BXR gym in London.

The product also won celebrity endorsements after it was included in the 59th Annual Grammy Awards’ goody bag last year, and the tablets are currently an amenity product on first-class flights for Emirates Airlines and Air X. Co-founder Daniel Cray spoke to Business Advice about his company’s progress so far.

(1) Who are you and what’s your business?

I’m Daniel Cray, co-founder and the marketing and sales director for PHIZZ.

(2) How long have you been around for? 

I launched PHIZZ with co-founders Rory Simmance-Freemantle and Jon Knight just over 18 months ago.

(3) How do you make money?

PHIZZ has a broad range of applications, so we have many sales pipelines. We sell to airlines such as Emirates, sports clubs like Yorkshire CCC, hotels, including One&Only Resorts, large ecommerce platforms like Amazon as well as pharmacies and grocers.

PHIZZ 2(4) What makes you different and why should people take notice?

PHIZZ combines what traditionally have been separate categories of product into one effective effervescent tablet.

Our formulation combines a rehydration mixture with a wide range of vitamins and minerals. Imagine the lovechild of Dioralyte and Berocca – an improvement on both, together in one, with a wide range of applications and uses, from travel to sport, hangovers and general health and wellness.

(5) What was key in terms of getting started?

Doing this with the right people. Having different skills but a shared aggressive work ethic was critical. Moving countries, quitting careers and investing in your own business is no easy thing, so having the right people on board was important.

(6) What’s your biggest achievement to date?

Securing a contract with Emirates Airline. For the past 12 months, all passengers in First Class are given a tube of PHIZZ. Being the first effervescent tablet onboard an airline is something we’ll always see as a major milestone.

(7) What setbacks have you had along the way?

We had the misfortune of being approached by a fraudster who positioned himself as a successful distributor. We lost minimal investment, but it could have been a lot worse.

(8) In five years’ time, I will be…

The founder of a household name business in 15 or more countries around the world.

(9) What one tip would you give to others starting out?

Always have a sales plan, but be willing to change it or ditch it to in order to keep doing what makes the business successful.

Research and intuition will help guide you to how you best sell (and to who), but only actual sales will prove it worked. Believe in your statistics, your strategy and your gut, but gauge the customer response and if necessary adapt either the direction or the approach of your company. If you can’t sell enough of your product or service, you quickly no longer have a business.

(10) Who are your business heroes and why?

A recent duo that has my upmost respect and appreciation the pair behind Propercorn. Cassandra Stavrou and Ryan Kohn have revolutionized a product category with an innovative approach to products, branding and sales.

Meet the relaxation entrepreneur ironically finding it hard to maintain her own work-life balance

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ABOUT THE EXPERT

Fred Heritage is deputy editor at Business Advice. He has a BA in politics and international relations from the University of Kent and an MA in international conflict from Kings College London. He previously worked as a reporter at Global Trade Review magazine.

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