Remix chats with Mānuka Phuel co-creator Alex McDonald
At Remix, we’re a big fan of innovative new beverages. And so after the launch of Mānuka Phuel, a new synthetic-free energy drink from New Zealand poised to shake up the market, our Editorial Assistant Georgia Payne caught up with Alex McDonald—the wellbeing leader with the vision behind the movement.
How did the idea of Mānuka Phuel come to life?
I was developing a sports nutrition product for a new brand when I came across market data on emerging energy drink brands. These brands were thriving, making a name for themselves with zero calories and no sugar. Curious, I went out to try them and examine their ingredients. That’s when I saw an opportunity to create an all natural energy drink sweetened with Mānuka honey, free from synthetic ingredients, and synthetic aftertaste. I had been working with some beverage experts at the time, and so pitched the idea to them and weeks later, we were tasting the very first Mānuka Phuel Energy Drink. We worked to refine the taste to have it perform as expected, containing no synthetic ingredients. The feedback on our first batch was overwhelming at times, taking us through waves of emotions between being absolutely stoked to oh god..what have we got ourselves into here?!
Mānuka honey is a unique ingredient for an energy drink—why did you choose it as the core component?
New Zealand’s gift to the world is Mānuka honey. I’m always looking for ways to share this gift with the world and use Mānuka honey as a natural alternative. So, it just made sense to use it as the building block for our energy drink.
Tell me about Mānuka Phuel’s first drink that is launching?
Over the last few months, I’ve tried nearly every energy drink on the market and spent a lot of time talking to energy drink consumers. The two questions everyone asks first are, ‘does it work?’ and ‘what does it taste like?’. We wanted to create a natural alternative, without compromising the flavour. That’s why our first flavour is a classic, bold energy drink taste but with all natural caffeine, ginseng and guarana extract and a hint of Mānuka honey at the end. It’s a surprise that people don’t expect but always enjoy.
What is the brand’s essence?
Right from the start, I knew we had to carve out a unique identity. Mānuka Phuel is inspired by music and the arts—things people turn to every day for a natural boost. From the very beginning, Phuel has been about fueling creativity and uplifting people through music and the arts—that’s how our partnership with Synthony came about. We’re committed to investing in these communities. We want to give emerging talent opportunities to grow with us, and share their work with more people, wherever Mānuka Phuel goes.
What goals does Mānuka Phuel have?
Of course, we have our market share goals—but more importantly, we want to stay true to our mission. That means constantly innovating with new flavours, products, and formats to bring something fresh to energy drink lovers in New Zealand and beyond. We also want to give back by creating opportunities for aspiring Kiwi talent, helping them grow and thrive in their respective fields. How will Mānuka Phuel develop? We have big innovation plans that go beyond what we’re talking about today—but ultimately, we will be led by our consumers. Delivering what they want, when they want it. We’re already developing new products, and product format is key for us. We’ve got some exciting ideas— but I’ll have to keep a few secrets up my sleeve for now.
Who do you see as the ideal Mānuka Phuel drinker?
Our goal is to get Mānuka Phuel into the hands of as many people as possible —all over the country and beyond. Those
driven, high-energy individuals who work hard, play hard but still prioritise balance and authenticity in everything they do and consume—be it creatives, explorers, makers. Anyone who wants to make healthy lifestyle choices, but still wants that energy boost. With Mānuka Phuel, we’re offering people an all-natural synthetic-free energy drink alternative.
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