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Ni Hsin Resources to market new energy coffee as ‘BlackBixon’, teams up with redONE Network

Jean Cabico - March 10, 2021

Kuala Lumpur, Malaysia – BlackBixon, the food and beverage (F&B) arm of Ni Hsin Resources has partnered with redONE Network, a mobile virtual network operator, to market and retail Ni Hsin’s new energy coffee under the ‘BlackBixon’ brand name. 

The BlackBixon coffee is said to have been composed to provide the benefits of caffeine and the patented Bioenergy Ribose. It is aimed at strengthening the human body’s natural process of energy synthesis while at the same time lessening fatigue and boosting the mental alertness of an individual. 

The coffee product also contains a nutritional coffee variant enriched with acai berry extract for a good source of phytonutrients and antioxidants, which enhances immunity while providing anti-aging benefits.

Managing Director of BlackBixon, Khoo Chee Kong, said that they are delighted to have the collaboration with redONE as BlackBixon sees a lot of synergy in terms of how they can leverage redONE’s reach to market the products. Kong believes that redONE’s network can strengthen the coffee brand’s marketing efforts and reach the target consumers, both business-to-business and business-to-consumer.

“We see our entry into F&B as strategic for the future of Ni Hsin as this new business will enhance the earnings of the company given the interest in energy and coffee drinks, as well as the increased demands for home coffee consumption. As for convenience, we provide coffee machines for our consumers to use in their home or workplace without any charge subject to terms and conditions. Ni Hsin has other plans in the pipeline to grow the F&B business, with Malaysia being the initial market, and the regional market in our next step,” said Kong. 

Meanwhile, the Chief Sales Officer of redONE, Ben Teh, said, “redONE is proud to collaborate with Ni Hsin in a win-win partnership where our 100 Premier Shops nationwide will attract more footfall while letting our subscribers enjoy a refreshing cup of BlackBixon coffee as they are waiting to be served. This is a good gesture and adds value to our customer experience.”

The partnership comes after Ni Hsin’s collaboration agreement with Fiatec Biosystem last August 2020, which was for the development and formulation of health and bioenergy products, marking the company’s move into the F&B business. 

Meanwhile, in January 2021, the company has also entered into a ‘supply-and-technical-assistance’ agreement with Global Coffee Resources, being appointed as Ni Hsin’s coffee beans and coffee powders supplier.