On the up · 30 August 2017

Meet the veg water? pioneers who reached Whole Foods in a matter of months

JF Rabbit
JF Rabbit drinks officially launched in Autumn 2016
Felix Tanzer founded JF Rabbit, a new vegetable-based drinks brand, in September 2016 with the hope of delivering the health benefits of vegetables in the most tasty, consumer-friendly way possible.

The brand’s mission is straightforward meeting the demand among busy people who are looking for ways to increase their daily vegetable intake. To this end, JF Rabbit created a new category in the UK drinks market “veg water”.

Business Advice sat down with Tanzer to find out more about what makes the drink such a unique proposition to consumers, and the’swift success that quickly brought JF Rabbit to retailers such as Whole Foods.

  1. Who are you and what’s your business?

Im Felixtanzer, the co-founder of JF Rabbit.JF Rabbit makes deliciousvegetable-based drinks. In a world of fleeting health trends and confusion over what is actually healthy, we wanted to start a business that focused on something weve all been told is good for us since we were small; veg.

  1. How long have you been around for?

We launched in Autumn 2016.

  1. How do you make money?

We sell drinks to independent shops and cafes such as Whole Foods, into offices and also abroad.

  1. What makes you different and why should people take notice?

We focus on using vegetables rather than fruit, so our drinks are naturally lower in sugar but still have fantastic flavour and health benefits.

We have a range of three waters; Cucumber, Ginger & Lime and Carrot & Orange Blossom. All are 100 per cent natural, under 10kcal and contain 100 per cent of your daily Vitamin C and Zinc. The long-term plan is to create a whole range of veg based drinks and snacks.

  1. What was key in terms of getting started?

The turning point for us were our two earliest backers; Brand Opus, our design partners, who took an idea and transformed it into a fantastic brand, andtrueStart, retailer and consumer investment specialists. They helped craft our idea into a compelling pitch and introduced us to some hugely influential investors.

  1. What’s your biggest achievement to date?

it’s early days, but just getting the business off the ground and building our small team has been a huge achievement. As soon you’re up and running and surrounded by good people, anything is possible and there is no steeper learning curve than starting your own venture.

Whether it’s learning about sales, social media, or tax and contract law, it arms you with a great set of skills to make this and any future businesses a success.

  1. What setbacks have you had along the way?

Weve had the whole gambit of setbacks that any food and drink producer will be more than familiar with. Drinks that didnt taste right or went off, labels that didnt go over the bottle or printed oddly.

That said, they are all part of the experience. I always look at how calm the factory managers are. They have issues every single day. You get used to it, work out the solution quickly and try to learn for next time.

  1. In five years? time, I will be?



Praseeda Nair is an impassioned advocate for women in leadership, and likes to profile business owners, advisors and experts in the field of entrepreneurship and management.