New flower based drink provides taste of the African tropics
UK's first hibiscus health drink offers 17 times more anti-oxidants than other juices on market
A father and son from Cumbria are set to take the health market by storm after launching the UK's first hibiscus based health drink which offers 17 times more anti-oxidants than other juice drinks on the market. Anti-oxidants may slow or possibly prevent the development of cancer.
 Simply Hibi, developed by Charles and William Irving, founders of Ibis Organics, is an ethically produced, anti-oxidant rich, refreshing new drink produced from the flowers of a very special variety of tropical hibiscus.
For the past 25 years Charles and William have combined their agricultural interests with work and travel throughout the Caribbean and Africa. It was their farming knowledge and interest in crops that brought to their attention the unique Sabdariffa hibiscus and its varied uses. A hybrid of the flower was eventually selected to become the main ingredient of Simply Hibi which is ethically farmed and produced in Uganda.
Simply Hibi is composed of 87 per cent of hibiscus infused water and 13 per cent grape juice concentrate. The 100% natural drink has no added sugar, is completely free from artificial colourings and preservatives and has an intense rich flavour brimming with the taste of berries.
It has 17 times more anthocyanins (natural anti-oxidants that are found in plants) than cranberry and other juice drinks. Hibiscus anthocyanins can protect against certain cancers and significantly reduce blood cholesterol levels. Hibiscus is also associated with boosting the performance of the urinary tract to fight infections commonly associated with the bladder and kidneys.
A number of leading supermarkets and health stores have already signed deals to stock the drink including Tesco, Waitrose, Sainsbury's and Holland & Barrett.
Will Irving, owner of Ibis Organics and the Simply Hibi drink, said: "Simply Hibi is unlike anything else on the market Ð although people may compare it to the many super juices it totally outranks them in relation to the proven health benefits and is the only drink of its kind available that uses flowers rather than berries. Not only does it look great, it tastes delicious too."
Leading UK nutritionist Anita Bean says: "When it comes to delivering exceptional goodness, Simply Hibi is the perfect choice for anyone wishing to follow a healthy diet. The secret to the drink's health benefits is its high content of phytonutrients, called anthocyanins, found in the hibiscus flower. The anti-oxidant action of these anthocyanins has been shown in research to reduce the risk of heart disease, stroke, cancer, Alzheimer's disease and other age-related conditions."
The story behind Simply Hibi is as unique as the drink itself. Its production has created an improvement of conditions for hundreds of small-scale Ugandan farmers, their families and communities, who produce the hibiscus crop on behalf of Ibis Organics.
The juice is produced from the precious red flowers of a special variety of tropical hibiscus, Hibiscus Sabdariffa is grown within the volcanic soil of the African tropics close to the shores of Lake Victoria. All the goodness of the flowers is harvested, carefully dried and infused, before being lightly sweetened with concentrated grape extract - creating the unique taste of Simply Hibi.
Will Irving adds: "How it is farmed and created is also incredibly important - by working with the Ugandan farmers directly, cutting out the need for a middle man, we know Ibis Organics is helping to support their livelihoods by providing them with a stable source of income. This is a long term commitment and we have developed local training programmes to support them in growing the hibiscus crop for the drink. It has been a life-changing project for many of the families and communities involved and a pleasure to be part of it."
Simply Hibi is currently available in selected stores of Tesco, Waitrose, Sainsbury's and Holland & Barrett, through select cafŽs and sandwich bars and through convenience and high street retail. It is available in 1 litre bottles (priced between £2.49 and £2.99) 250ml bottles (priced between £1.09 and £1.39) and will shortly be available in 330ml bottles (priced between £1.19 and £ 1.49).
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