Press Release

New Oat Drink Lifestyle Brand

LAZY HEROES: Elyas M’Barek Launches New Oat Drink Lifestyle Brand

The popular actor takes on a new role: venturing into entrepreneurship and introducing a range of high-quality plant-based milk alternatives to the market under the brand LAZY HEROES, in collaboration with Uplegger.

Langenhagen, August 9^th, 2023. Oat drinks have become an integral part of a flexitarian lifestyle, with their production typically being more resource-efficient than that of cow's milk. Actor Elyas M’Barek is so convinced by these plant-based milk alternatives that he is now engaging as an entrepreneur in the oat drink industry. Under the name LAZY HEROES, the film star has established his own lifestyle brand.

Elyas M‘Barek had long desired to embark on an entrepreneurial journey. "However, the right product and suitable environment were missing until now. A year ago, I met the team from LAZY HEROES in Berlin and was impressed. The conviction for the products and the brand's plan – the entire endeavour seemed well thought out and promising from the very beginning," recalls the actor, who has refrained from consuming cow's milk for a long time. "When I finally had the chance to taste the first oat milk from LAZY HEROES, I was truly delighted. For me, it's the absolute best alternative, not only more contemporary but also much more delicious. I can proudly say that I consider LAZY HEROES to offer the best oat milk with the best foam on the market."

The new LAZY HEROES oat drinks are available as Oat Allrounder for muesli, smoothies, cooking, and baking – and as Oat Barista for your favourite coffee in latte, macchiato, or cappuccino style. These products are healthy, sustainable, of outstanding product quality, and above all, delicious. They are entirely free of added sugars, with their mild sweetness derived solely from oats. Both product variants are vegan and enriched with calcium, as well as vitamins D, B2 (Riboflavin), and B12, providing a nutritional profile similar to that of cow's milk. They are presented in an innovative Tetra Pak packaging, consisting of 80 percent plant-based materials, reducing CO2 emissions by eleven percent compared to conventional beverage cartons. This is achieved primarily by replacing the typical plastic with a renewable, plant-based alternative, namely sugarcane. As a result, the packaging design has already been awarded the Bonsucro and Carbon Trust logos.

Elyas M‘Barek emphasizes that LAZY HEROES' mission is to develop uncomplicated products for everyday consumption. This includes the Oat Allrounder and Oat Barista, with many more to come. "We aim to create a brand for everyone, not conforming yet still resonating with the spirit of the times," outlines M’Barek the concept. "Lazy Heroes is undoubtedly a new lifestyle."

The launch is supported by an extensive marketing campaign to make the brand and products tangible both online and offline. This includes online measures on LAZY HEROES' social media channels (Instagram, TikTok & Co.), influencer collaborations (gross reach > 50 million), point-of-sale activations, PR (> 500 press contacts), online publications, print and TV features, as well as events with Elyas M‘Barek.

The LAZY HEROES Oat Allrounder and Barista drinks are now available in 1-liter Tetra Paks (6x 1-liter per carton for each variant). The suggested retail price* is 2.29€.

LAZY HEROES is distributed in the DACH region by Uplegger Food Company GmbH.

^{*Price is on the sole discretion of the retail.}

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