NEW ZEALAND/AUSTRALIA. 1Above, the New Zealand brand whose products target hydration problems associated with jet lag, is extending its footprint in travel retail.
A major new partnership with Dufry in airports across Australia launches this month. 1Above products, which include effervescent tablets and stainless steel bottles, are already available in selected airports in Australia and New Zealand and online on Amazon.
The brand also works with major sports teams throughout Australasia, Asia and North America.
1Above Hydration Master Cameron Russell completed a buyout of the Kiwi company just months before the onset of the COVID-19 pandemic. With a background in law and private equity, Russell, a keen traveller, started using 1Above products soon after the company was formed in 2010. The original offering was dubbed as the “world’s first Aerotonic flight beverage”, designed solely for consumption during air travel.
1Above continues to target problems associated with hydration during travelling but has since evolved into a specialist in effervescent tablets and associated accessories.
Speaking with The Moodie Davitt Report about his plans for the Kiwi brand in travel retail, he says: “I really liked the product and invested as a shareholder about six years ago. I believed it was a perfect fit for travel retail and also saw huge possibilities for 1Above products in the sports world.”
During a trip to Tokyo for the Rugby World Cup in late 2019, Russell completed the buyout of 1Above and met with the Japanese Super Rugby Team, the Sun Wolves, to discuss travel wellness.
“This and other opportunities with hotels groups and airport retailers in early 2020 looked promising until the COVID-19 pandemic hit.
“Obviously, there were a lot of unknowns, however our investment was for the long haul. So, we looked for where we could still make headway, firstly in supporting air crews and secondly with professional sports teams.”
1Above reached out to Air New Zealand, offering products – at no cost – to air crews repatriating nationals to New Zealand.
“We anticipated crews could be fatigued and worried, and 1Above helps to fight jet lag, and boost immunity with vitamins. During the COVID crisis we also connected with a range of professional and international sports teams, including rugby, football, cricket, and basketball, throughout Australasia, North America and Asia.
“We received great endorsements from their usage and enjoyment of 1Above for travel wellness and recovery.”
Russell is insistent that the “COVID hiatus” had another advantage as it gave the company time to review and improve its product range.
“We knew advances could be made, so we reviewed manufacturers in Australia, New Zealand, and Europe.
“The result is a product line with the same great ingredients and benefits but improved flavour, colour, smell, and dissolving time.”
Russell adds that 1Above is also now Informed Sport certified, with banned substances tested for every batch, so it is safe for athletes to use.
While targeting sportsmen and women, Russell is adamant that travel remains “the mainstay of 1Above”.
“We want to make travel more enjoyable, allowing you to ‘travel well and arrive ready’. No one wants to travel for business or pleasure and spend valuable time fatigued and suffering from jet lag,” he adds.
“That said, sports travel wellness has become more important during the pandemic. Athletes are always looking for those incremental gains. With so much travel and short turn arounds, professional clubs and international teams see the benefit from 1Above for both travel and performance.
“Sport will remain a key channel for us, and we will continue to engage with professional and international sports teams.”
Russell describes 1Above’s new collaboration with Dufry as a “a very exciting opportunity as travel returns”.
“Contact from previous customers who are keen to get hold of 1Above before they travel has also been encouraging in recent weeks. In fact, we are experiencing some of our best sales months ever. At the same time, we are continuing with our established resellers and looking at some new sales opportunities with hotels, corporate travellers and pharmacies.”
Russell mentions new product lines which were developed during COVID and will be brought to market when the timing is appropriate. “These are lifestyle wellness products and we also have a new 1Above travel wellness offering to release later this year.
“Our focus is on the 1Above effervescent tablets. However, ancillary products, especially the 1Above stainless steel bottles, have been popular. It is something we are keen to maintain at this stage.”
1Above tablets offer an infusion of natural antioxidant Pycnogenol [French maritime pine bark extract], vitamins and electrolytes to fight jet lag, support hydration, immunity, and circulation. 
1Above products include Berry & Citrus flavoured tablets in 10 Tab Tubes, single tubes or twin packs, and 500ml double-wall insulated stainless steel bottles that keep drinks cold for up to 24 hours and hot for up to 12 hours. |
The brand’s goal is to find ways to support and recover from life’s challenges: “We start with nature, then apply advanced understanding and science to create combinations that help body and mind”.
According to Russell, 1Above’s expansion plans focus on Asia Pacific and North America. “Both regions,” he says, “were strong for 1Above pre-COVID and are recovering well.”
“North America has been very good with our Amazon placement. With our new 1Above formula this channel is redeveloping nicely post COVID. Australasia has been strong traditionally for 1Above as we are a New Zealand company with a strong uptake in Australia.”
Considering 1Above’s appeal to a particular age group, to millennials for example, Russell adds: “Interestingly the appeal is across the traveller profile; from young party travellers to air crews and pilots through to business professionals and seniors. People are becoming more discerning about what they drink when they travel and travel wellness in general.”
Russell also underlines 1Above’s determination to improve the presentation of its products. “We have reduced packaging by -25%, using recyclable sources where possible. With order fulfilment we use recyclable boxes, eco-friendly tapes and fillers.”
1Above privately supports a number of social opportunities.
“We do not make a big noise of what charities we support,” Russell says. “We are as committed to several projects as we are to improving and developing 1Above. Watch this space and see what happens to this flying Kiwi.”
