JUST in time for Christmas a local company claims to have found the answer to the unwanted side effects of the festive season.
JUST in time for Christmas a local company claims to have found the answer to the unwanted side effects of the festive season.
JUST in time for Christmas a local company claims to have found the answer to the unwanted side effects of the festive season.
Following five years of product research and development, Bayswater-based Living Clays Australia Pty Ltd secured Therapeutic Goods Administration (TGA) approval for its hangover cure Sobazone, and is now in the midst of a full marketing campaign.
After some setbacks, including the need to locate a manufacturer at short notice – after the Welshpool-based premises of the company’s preferred manufacturer burned down two months ago – Sobazone was launched in Perth last week.
“It’s been a long road to get to this point and a definite test of character, but we were determined to see the fruits of our labour,” Living Clays managing director Peter Kennedy said.
The main ingredient for Sobazone is supplied from a property near Geraldton owned by one of the five joint partners, who share an interest in natural therapies.
Mr Kennedy said the cost of developing the product was about of $500,000.
However, he said the company hoped to recoup that cost within 18 months by marketing the product throughout Australia and, eventually, in international markets.
Mr Kennedy said Living Clays was also in the process of developing other natural detoxification products.
Sobazone contains a combination of natural ingredients the company claims act like a sponge to absorb the toxins created by alcohol consumption.
To be taken at the same time you’re enjoying a few drinks, Sobazone was developed initially as a detoxification product rather than specifically as a hangover cure.
“We set out to develop an effective product to detoxify the bloodstream and began conducting trials to gauge its success,” Mr Kennedy said.
“As an aside we discovered that it was also effective in avoiding hangovers.”
Sobazone will retail for about $14 and will be available over the counter from most liquor stores, pubs and other retail outlets.