Behind The Brand : Elderbrook

At House of Coco we know how important it is to drink water but we also know how hard it can be to make sure you get enough every day and even when you do, it can get a little boring. Thanks to Elderbrook drinks, who make cordial tonics, drinking water can now be a bit more tasty.

We went behind the brand to find out more..

When did you launch the brand and what was the reason behind it?
We started Elderbrook last September and launch in August. We make superfood enriched cordials delivered direct to customers through the post. Craig, my business partner, and I came up with the idea having worked in the drinks industry together at innocent and felt we could do a better job than cordials you find on supermarket shelves. We blend and blend fruit, coconut nectar and superfoods and package into little bottles that fit through the post. It’s a healthier way to make water taste more interesting and the high natural level of vitamins in the coconut nectar and superfoods help do yourself some good.

What’s your background?
Fired from my first job working in the city and ended up going to work for Mars, loved it and never looked back. Had ten years working in food and drinks industry and met my business partner, Craig Jones, while working at innocent drinks.

How many people are involved in the company and what are their roles?
I look after sales and marketing, Craig manages operations and the cash. We also work with an amazing product developer, Lucy Thomas, who we met at innocent. Lucy works part time as and when we need new recipes.


If you could start over with the business, would you do anything differently?
Kept a better handle on the cash. We did a few things early on which were just not needed; a posh website, hiring some external consultants to help in areas we thought we didn’t know about when infact all that was needed was a common sense approach. My advice is to hold onto your cash and get involved in everything. You’ll be in a better position to hire the right people (either full time or consultants) because you’ll know more about what really needs to get done

What is the hardest challenge you have faced since you started the company?
Out biggest headache has been packaging. Unlike normal drink brands, we are not sold in retailers but go direct to consumers on a subscription. The Royal Mail deliver our products which means we have to meet certain packaging dimensions. It took us almost four to find a bottle and postal box that met their requirements.

Tell us one fact about you that people wouldn’t know?
I flew a plane solo on my 17th birthday (got my privates pilots licence 4 months later)

2015 is here, where do you plan on taking the brand?
We are focused on finding our first 1,000 raving fans


To date, what has been the highlight since launching?
Hitting 50% of our Crowdfunding target within 72 hours.

Which city do you feel most at home in, London, Paris or New York?

Three beauty products you can’t leave the house without?

Style means….?
Erm, David Beckham!?

Best thing about London to you?
You’re never far away from some green space.

If you had to, what piece of clothing from your wardrobe would you wear everyday?

Favourite love song?
Stuck on You, Lionel Ritchie

Best place for a coffee?
Café Carret, Paris


Most memorable piece of advice given to you?
Focus is saying No, Steve Jobs (obviously not directly given to me but great advice, just hard to always keep top of mind)

Guilty pleasure?
Dr Who

If you could spent 24 hours in anywhere in the world, where would it be?
Bueno’s Aires

In future, how do you plan on expanding the company?
We’re raising investment at the end of this year which will fund some ambitious growth plans, watch out Coca Cola 😉

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