Synbiotic strategy: Singapore’s Unique Time on new launch after flagship antioxidant shot tops 1m sales

By Guan Yu Lim contact

- Last updated on GMT

It comes in sachet form and contains 10 probiotic strains of Dupont Howaru premium strains, four prebiotics, and eight superfoods. ©Unique Time
It comes in sachet form and contains 10 probiotic strains of Dupont Howaru premium strains, four prebiotics, and eight superfoods. ©Unique Time

Related tags: Singapore, Antioxidant, synbiotics, Probiotic

Singapore brand Unique Time is venturing into the symbiotic powder space after selling more than one million boxes of its flagship antioxidant drink Rejuvenate.

The anti-inflammatory ‘infused shot’ contains aroniaberry, elderberry and pomegranate, said to provide a host of benefits including improving immunity, minimising signs of ageing and act as an energy booster.

It was first launched in China in 2019, through online platforms such as Tao Bao and WeChat, and beauty salons in third and fourth tier cities. Subsequently, the product was available in Singapore through retail pharmacy chain Watson and several online platforms.

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Responding to queries from NutraIngredients-Asia​ on the strong sales of Rejuvenate​, Tony Tham, managing director of parent company SGCE International Group said the majority of sales came from China, although Singapore sales have been doubling each month.

In Singapore, the firm has increased its online presence through its e-commerce store, and sites such as Shopee, Lazada, Qoo10 and Health Fiesta, after the pandemic caused a drop in foot traffic for physical retail.

In Singapore, we saw more people buying things online during the pandemic. While people used to buy health foods and supplements at pharmacies, they are now recognising that online products can be credible too​.”

For example, its products are sold on Shopee Mall, an exclusive marketplace for brands and authorised distributors only. This gives consumers peace of mind that the products are authentic and trustworthy.

Tham told us there are plans to expand distribution into the South East Asian markets such as Indonesia, Vietnam, and Malaysia, although the pandemic has made logistics challenging.

Synbiotic powder

Most recently, Unique Time rolled out its second product, a synbiotic powder called Premium Probiotic 10.

It comes in sachet form and contains 10 probiotic strains of Dupont Howaru premium strains, four prebiotics, and eight superfoods.

Dupont Howaru’s strains have been validated by gold-standard clinical trials for improving digestive health, immune function, mental health and metabolic diseases.

The 10 strains used in Premium Probiotic 10 are Bifidobacterium lactis HN019, Bifidobacterium lactis BI-04, Lactobacillus plantarum PA-LP1, Streptococcus thermophilus PA-ST30, Bifidobacterium lactis Bb-12, Lactobacillus paracasei PA-LP09, Lactobacillus acidophilus La-14, Lactobacillus rhamnosus PA-LR12, Lactobacillus casei PA-LC03, and Lactobacillus reuteri PA-LR11.

According to Tham, the powder was manufactured with 130% (26 billion CFU) of the desired dose to make up for possible losses during production, transportation and storage, which means it guarantees at least 20 billion CFU of probiotics reaches the gut.

The presence of superfoods in the powder include alfalfa, wheat grass and kale which provide dietary fibre and can help reduce constipation.

The product was co-developed with Dr Alain Khaiat, the firm’s appointed consultant, who was also involved in the antioxidant drink development.

It can be mixed with water, juices or milk or taken directly, and is suitable for all ages.

We wanted to create a convenient product for people to take anywhere and powders and liquid sachets are the most convenient formats​,” Tham said.

The synbiotic supplement is manufactured in Australia, while its antioxidant drink is made in US.

The firm is also heavily invested in corporate social responsibility, it has since given out the antioxidant drink to several needy groups in Singapore, the public transport industry, as well as healthcare workers.

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