CoffeeSlenderdieting drink launches with DM campaign

CoffeeSlender, a coffee-based weight loss product, will launch next March in Britain, after the brand’s French owners Berkem SA appointed UK start-up company Energix Ventures to handle sales and marketing.

CoffeeSlender contains a coffee-derived ingredient, Svetol, which Berkem claims inhibits the body’s ability to absorb glucose from carbohydrates.

It has already been launched in Scandinavia.

Energix has been set up by Martin Clark and David Barragry, previously marketers at direct mail company Prospect Swetenhams,.

Clark says CoffeeSlender will be marketed to consumers ahead of the retail launch via a major direct marketing campaign, and adds: “We are already talking to wholesale distributors and retailers. We’re initially focusing on the health sector, but are also having discussions with some of the big multiple retailers.”

He wants the marketing to stress that the product can only help lose weight as part of a general programme of diet and exercise, and wants to make sure CoffeeSlender is not confused with the sort of “miracle” slimming products advertised by spam e-mail and on late-night digital TV channels.

Svetol is derived from Robusta coffee beans, and has been available since 2002. CoffeeSlender is understood to be the first commercial product to use the ingredient.

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