Source : Perth Now news
It is a product that launched thousands of miles away in the United Kingdom — despite being dreamt up by Aussies.
However, thanks to a chance encounter at a wedding, it is finally set to find its way to its founder’s homeland.
Phizz is the brain child of Australian entrepreneur Daniel Cray, who alongside his two Aussie flatmates and British neuroscientist Paul Anastasiades, designed the product 11 years ago.
The product is an electrolyte tablet designed to be added to water to support hydration.
Mr Cray said the idea was drawn up while he and co-founders were still living in Melbourne, inspired by the growing popularity of hydration drinks in sport.
The tablets are advertised as a “three-in-one electrolyte”, which also serves as a multivitamin, and officially launched in 2015.
“We knew they had been used by athletes a lot, but it got us thinking about the benefits you can get from them in everyday life,” he told NewsWire.
“We were also keen to find a way of fusing hydrolytes with multivitamins and used to make our own concoctions.”
After encountering Dr Anastasiades, the idea went into development in the UK, with the co-founders relocating to launch the product.
However, despite three of its four founders being Australian — Mr Cray and co-founders Jonathan Knight and Rory Simmance-Freemantle — it never made it back home.
But now, the company is set to finally launch in Australia, after a chance encounter led to a deal being struck with supermarket giant Woolworths.
“Back in 2024, I was at a friend’s wedding and got chatting with somebody on my table,” Mr Cray said.
“We had a great time talking and ended up asking what he did for a living, and it turned out he worked for Woolworths as a merchandising manager.
“It almost felt like a stitch up in the seating plan — it was too much of a coincidence.”
At the time of the wedding, Mr Cray was not looking to expand the company globally, but a seed had been sewn.
Once the time was right to explore new markets, having established itself in the UK, Mr Cray immediately knew who to call.
While Mr Cray is now based out of London, bringing the brand back home to Australia has always been an ambition of his.
However, the process has involved stringent testing for the Australian market.
With its antipodean launch now looming, Mr Cray is hoping it will no longer be a mystery to his friends and family back home.
“Whenever I come to visit, people often ask me if I have a day job on the side and are surprised to realise it is a full-time operation,” he added.
“To be able to have it on the shelves in Australia is hugely exciting, both from a business perspective and from a sentimental one.
“Even though we’re not on sale yet, my mum has been spotting the labels in shops getting ready and sending me photos, so it’s given my family a new reason to spam me.
“There’s already a lot of interest in it over here — even if that’s mainly from my friends and family at the minute — it’s really exciting.
“It’s been a word I’ve been saying to people back home for years — Phizz, Phizz, Phizz. I’m really excited for them now to be able to actually see it on the shelves.”
Selected Phizz products will be available to purchase in store and online from Woolies from Monday.
