When Angus Brown left a career in the energy drink industry, he wanted to build the opposite: a product that was good for the brain and body. Alongside neuroscientist Zach Robinson, he began exploring whether you could design a drink that made people calm under pressure, yet focused and alert. In 2012, that vision became Ārepa, a functional brainfood company blending New Zealand botanicals with neuroscience.

Ārepa is a vertically integrated, brain-food-technology company that has developed a scientifically proven and patented platform of functional food and beverage products designed to increase cognitive performance and neurological health.

The path since has been over a decade of experimentation, rejection, breakthroughs, and growth. Angus recalls the naïve optimism of starting out, the brutal cash flow scrambles, and the grind of convincing supermarkets and investors that “neuro-nutrition” could be a category. Today, Ārepa is stocked in major chains, exporting globally, and building a world-first brand at the intersection of food and brain science.

Startup Rollercoaster

⚡️ Ārepa survived the early years by treating every dollar as a prisoner, building credibility through science, and finding patient investors who believed in brainfood.

The Spark – A Better Alternative

• Angus, disillusioned by the energy drink industry, wanted to flip the script.
• Partnered with neuroscientist Zac Robinson to test brain-enhancing formulas.

“Wouldn’t it be a cool idea… can we make someone calm and focused at the same time? And if you consume these products more regularly, can it actually improve your brain’s overall health?”

• Early prototypes were rough, but the vision was bold: make the world’s smartest drink.

The Peak – First Validation

• Secured early trials with athletes and academics.
• Media interest sparked around “New Zealand’s first brain drink.”
• Won innovation grants, secured initial retail placement.
• Momentum built belief that a global functional beverage brand was possible.

The Drop – Harsh Commercial Realities

• Years of R&D before product-market fit.
• Cash was constantly short — “every dollar is your prisoner.”
• Supermarkets skeptical; functional beverages not yet mainstream.
• Repeated investor knock-backs, told it was too niche.
• Regulatory barriers blocked them from making scientific claims
• There was a PR issue around claims that could be made with supplements but challenging under the food code

“We lost probably $2 million in revenue and a whole bunch of consumers… we knew the science was real, but we weren’t allowed to talk about it under the food code.”

The Reset – Pragmatic Execution

• Doubled down on science: clinical trials to prove efficacy.
• Built IP around proprietary berry extracts and formulations.
• Reframed brand from “energy alternative” to “brainfood with evidence.”
• Shifted from chasing hype to building credibility step by step.

The Discipline – Investor Alignment & Brand Building

• Avoided “dumb money” — only brought on investors who added value.
• Gradually scaled distribution: cafés → supermarkets → export.
• Protected pricing and brand premium rather than racing to volume.
• Learned to think like both a startup and an FMCG company.

“Have a really good brand and a brand story. Have IP, because when you scale, people are going to want to copy you. And if you can get proper IP on top of just a trademark, that also helps.”

The Climb – Global Ambition

• Now sold across NZ, Australia, parts of Asia, and entering the US.
• Continuing clinical trials to stay ahead with IP and credibility.
• Brand story (science + New Zealand nature) resonates globally.
• Building a category: brainfood as the next wave of functional beverages.

“Don’t let your expensive products stop you from starting. It’s better to start, make no money, but get momentum and consumers loving it — and then try to reduce costs — than not starting at all.”

Case Study

1. Why This Brand Got Started

Angus Brown wanted to counter the harms of energy drinks by creating a functional beverage that genuinely supported mental performance. Teaming up with neuroscientist Zac Robinson, they set out to make a drink that delivered calm focus using New Zealand botanicals like blackcurrants and pine bark extract. The mission was always bigger than a product — it was about building a category of “brainfood.”

2. Launch & First Batch

Early formulations were rough, but the concept captured attention. Small trial runs generated curiosity, though convincing retailers was hard. Functional beverages were virtually unknown in NZ in 2012. Initial believers were athletes, academics, and health-conscious early adopters.

3. Cash Flow: Constant Constraint

From day one, cash was the existential challenge. Angus recalls: “Every dollar is your prisoner.” Grants, small investment cheques, and personal sacrifices kept Ārepa alive. Export ambitions magnified the crunch: long payment cycles and upfront manufacturing costs tested survival. Only disciplined capital management and aligned backers allowed progress.

4. Building Credibility Through Science

Skepticism pushed the team to invest in science. Clinical trials validated the formulas, separating Ārepa from wellness fads. Protecting IP around unique extracts gave the brand defensibility. Angus realised brand + science was their moat:

“Have a really good brand and a brand story. Have IP. And always think about scalability.”

5. Investor Alignment Matters

Ārepa faced many rejections, but Angus views that as a blessing. He avoided investors who only chased quick returns. The right backers supported the long R&D journey and global vision.

“Don’t bring dumb money — bring on money that can add value.”

6. Lessons for Other Founders

• Cash discipline is survival. Treat every dollar as a prisoner.
• Science builds credibility. Evidence and IP are moats against copycats.
• Choose aligned investors. Smart money adds more than capital.
• Start narrow, scale broad. Cafés and athletes first, then supermarkets and export.
• Brand story matters. Science + New Zealand nature = global resonance.
• Be patient. It took nearly a decade to feel like a category leader.

Key Takeaways

• Flip problems into missions. Angus left energy drinks to create their antidote.
• Every dollar counts. Capital efficiency is life or death in CPG.
• Science is strategy. Clinical trials and IP underpin credibility.
• Investor alignment is oxygen. Avoid dumb money, chase smart partners.
• Global vision, local roots. NZ provenance + neuroscience is a unique brand edge.
• Patience pays. Building categories takes time — resilience matters.

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