Revibed & Rockin’ It: How To Get Holland & Barrett, Ocado And Virgin Atlantic Listings

Eugene Patterson, Founder of Revibed Drinks, is super-proud. And so he should be. His range of 100% natural, zero-sugar, lightly sparkling superfood-infused waters are now stocked in national retailers like Holland & Barrett, Ocado and onboard with Virgin Atlantic. The father and son business was born at the kitchen table from a simple idea: create drinks that bring energy, connection and good vibes that elevate your everyday. So, how did a festive drink, inspired by flavours of the Caribbean, get those game-changing listings?

What was the inspiration behind the brand?

Revibed was inspired by my dad’s homemade hibiscus tea, which I grew up watching him make using traditional Caribbean recipes. That foundation, combined with my travels across Southeast Asia where I discovered functional ingredients and superfoods, led to the idea of creating a modern, health-focused drink rooted in heritage but designed for today.

How has Bread & Jam helped you on your journey?

For Holland & Barrett, it actually started through the Bread & Jam community and pitch opportunities. I spoke with Hannah Lee, their buyer, and she was genuinely great from the beginning, giving really honest feedback around the brand positioning, flavour profiles and overall taste experience, which helped shape the direction of Revibed. At the time, Holland & Barrett was already on my “dream retailer” mood board because our brand aligned so naturally with their customer - wellness-focused, functional ingredients, low sugar, and something a bit different from traditional soft drinks. We applied for the Bread & Jam pitches and used those opportunities to refine how we communicated the product, ingredients and story. I think what resonated was that Revibed combined functionality with authentic flavour and heritage, rather than feeling overly clinical.

For Ocado, that came through meeting the buyer, Genevieve, at a Bread & Jam event as well. She was amazing and immediately understood where the brand could fit within the functional drinks and “better for you” space. She introduced me to the Ocado Roots programme and later told me about a “Meet the Buyer” event at Ocado HQ, which became a really important opportunity for us. What helped with Ocado was being able to show not just the product, but also the growing customer interest around superfoods, functionality and modern wellness drinks. Ocado’s platform is very discovery-led so it suited a challenger brand like Revibed where consumers are actively looking for something new.

Securing our listing with Virgin Atlantic came from the Bread & Jam Fest too. The buyer was drawn to the growing superfoods trend and the opportunity to offer an elevated in-flight experience.

A huge part of it was persistence, showing up to events, taking feedback on board, and continuing to build the brand story and product quality over time rather than expecting overnight success.

How many times have you pitched?

We have pitched a few times, each time improving our approach. The most successful was when we had clearer positioning and stronger commercial understanding. Bread & Jam has helped us refine our pitch, build confidence with buyers and better understand how to position the brand commercially.

Did you have a launch strategy planned?

Yes, we shared an early-stage plan. Buyers want to see commercial thinking, and a discussion around pricing is essential in every conversation.

Did the buyer have lots of questions?

Yes, mainly around margins, supply and how we would support the listing.

How long did it take from pitch to listing?

It varies, often months. FMCG is a long game.

What have you learnt from this process?

There were rejections, setbacks and moments where I nearly gave up… But every ‘no’ was just a redirection. Every challenge? Feedback. Every win? A reminder to keep pushing.

What's next?

We’re expanding into powders alongside our drinks, scaling retail listings and building a stronger D2C presence ahead of our television appearance. More on this soon!

Which brands do you most admire, and why?

I really admire brands like PerfectTed, Hip Pop and Zooki for their strong positioning and community-led growth.

Thanks for your pro-tips, Eugene. We can’t wait to see what comes next for Revibed Drinks!

No matter what your vibe, Bread & Jam Fest - the biggest event of the year for FMCG challenger brands - can help you pitch to buyers, meet investors and build your tribe. It’s back on 14th - 15th July. Don’t miss out.