Brainstorm to Brainstormer as Ārepa Tops Chilled Charts in New Zealand

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They say the functional drink space is saturated—but Ārepa just proved there’s still room at the top for a product that delivers more than just hype. This week, co-founder Angus Brown confirmed Ārepa’s signature Brain Drink has held the title of #1 top-selling functional beverage in Woolworths New Zealand’s chilled section for a full 52 weeks and counting.

Source: AREPA - Graphic showing stats from Woolworths NZ sales.

In a space littered with overhyped shots, synthetic blends, and influencer-backed sugar bombs, Ārepa’s success stands out precisely because it didn’t take the shortcut. Ten years of R&D. Backing from the University of Auckland, Plant & Food Research, and Callaghan Innovation. And a product developed not just for trend-chasing but for long-game cognitive support.

Let’s be clear, this is no neon-coloured nootropic nonsense. Ārepa’s formula is grounded in actual neuroscience, with patented extracts of New Zealand pine bark and blackcurrant designed to support focus, reduce mental fatigue, and enhance cognitive performance without the crash.

It’s the kind of product not screaming for attention on the shelf but ends up dominating it anyway.

What’s even more striking is the proudly local ecosystem around it. Brown gives props to fellow NZ-born drink disruptors like Chia Sisters, Almighty, Moodi, and No Ugly, names continuing to quietly chip away at Big Beverage, offering up drinks with function, not fluff.

The post also hints at new product development (NPD) in the works. For a company that already has research studies, clinical trials, and global ambitions under its belt, this likely means expansion into new formats, use occasions or entirely new categories.

In a world where attention is currency and brain fog is endemic, Ārepa’s ascent feels less like a fluke and more like a sign of what smart consumer products might actually look like in 2025: rigorously researched, emotionally resonant, and proudly homegrown.

As Angus Brown puts it, “The game is not over.” In fact, it feels like Ārepa is just getting going.

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