Tiny partners with the world’s #1 health podcaster to bring yerba mate to the masses, targeting the $344 billion U.S. health drinks market
Victoria, British Columbia – January 25, 2024 – In a fresh and unique contribution to the beverage market, Tiny (“Tiny” or the “Company”) (TSXV: TINY) is a leader in the world’s most popular health and science Podcaster Dr. Andrew Huberman completes majority investment in Mateina, Canada’s leading organic yerba mate brand. Mateína founders Nicolas Beaupré and Elodie Simard will maintain leadership while leveraging their partnership with Tiny and Huberman to accelerate Mateína’s growth as it launches in the United States. As of today, Mateína’s entire product line is available in the United States at: drinkmatena.com — including a new sugar-free option developed in collaboration with Huberman.
Mateina was born out of a lack of low-sugar, organic Yerba mate options on the market and is now widely available at major retailers like Whole Foods across Canada. Grown in collaboration with his fourth-generation farmers in the Misiones province of northeastern Argentina, the brand offers a variety of organic and sustainably grown Yerba mate products. These include non-carbonated, lightly sweetened cold drinks in a variety of flavors (Original Lemon, Peach Passion, Grapefruit Guava), loose-leaf His Tea, and Mateina’s new sugar-free option (uniquely formulated (not included). A cold brew drink containing 120mg of organic caffeine extracted only from yerba mate tea.
Yerba mate, made from the South American Yerba mate tea, is known for its energy and health-promoting properties. Little known, but newly published data suggest that this plant has similar effects to Ozempic by inducing appetite suppression at the gut and brain level through glucagon-like peptide-1 (GLP-1). It has been suggested that this mechanism has the property of regulating appetite and blood sugar levels. Other compounds found in and/or stimulated by yerba mate consumption have powerful antioxidant properties.
The preferred source of caffeine for Lionel Messi, Zoe Saldaña, and even the Pope, yerba mate improves focus, mental clarity, digestion, and physical endurance without the side effects common with other sources of caffeine. It is loved by millions of people around the world because of its powerful ability to improve. Ingestion of caffeine or other ergogenic (performance-enhancing) compounds.
“Yerba mate has been my favorite source of caffeine for over 30 years,” says 48, known for hosting the Huberman Lab, consistently ranked #1 in the world for health podcasts. said Dr. Huberman. He ranks 10th out of all podcasts in the world. “I often discuss the health benefits of Yerba mate, highlighting its high antioxidant content, its role in managing blood sugar levels, and its possible neuroprotective effects. Personally, For these reasons, and also because it tastes so good and has been a part of my life since I was a child growing up with an Argentinian father, I consume it every day. Although widely popular internationally, most yerba mate beverages in the United States are less well-known to the average American because they are either too high in sugar or of low quality and bitter in taste. Yerba mate is also bad for your health and should be avoided. Working with Mateina to develop a non-smoked, sugar-free version of cold-pressed Yerba mate has been a thrill and we are so excited to share this drink with the world. I think it’s a truly unique drink in terms of its positive impact on the mind and body.”
Yerba mate, a niche favorite in the North American wellness world in 2017, has transformed into a daily habit for millions of people in the United States and Canada in recent years, highlighting its journey from obscurity to mainstream popularity. I am. This variation emphasizes Yerba mate’s unique health benefits and its status as a natural and energizing drink. With a focus on high-quality organic products, Mateina is well suited to meet the growing demand for healthier, natural beverages and aims to expand Yerba mate’s reach in the United States and abroad.
“We envision a world where yerba mate is a highly available, healthy beverage consumed by hundreds of millions of people in the United States and around the world, just like coffee and tea are today.” said co-developer Elodie Simard. -Founder of Mateina. “Partnering with Mr. Tiny and Dr. Huberman allows us to introduce Mateina to the world while highlighting our commitment to sustainable organic farming practices in Argentina.”
“Tiny is a huge supporter of Andrew Huberman and is very excited to be working with him to develop and bring this great Yerba mate brand to the U.S. market,” said Andrew Wilkinson, co-founder of Tiny. There is,” he added. We are confident that, backed by Dr. Huberman’s expertise and the scientific benefits of yerba mate, Mateina will have a significant impact on the U.S. health beverage market. ”
Next year, Mateina plans to collaborate with Tiny and Huberman to expand its product line with a variety of functional yerba mate products and further strengthen its presence in the global health drinks market.
About Mateina
Mateina is a pioneer in the Canadian Yerba mate market and is dedicated to providing high quality organic Yerba mate beverages. With a strong commitment to sustainability, the company proudly sources its yerba mate directly from family-owned farms in Argentina. The diverse product range, which includes sugar-free and low-sugar options, cleverly combines the health benefits of Yerba mate with South America’s deep cultural heritage, introducing a fresh and unique approach to the energy drinks industry. For more information, please visit: drinkmatena.com.
About Tiny
Tiny is a Canada-based investment company primarily focused on investing in and acquiring majority stakes in businesses with a long-term outlook. Our company is structured to give our executive management team maximum flexibility by focusing on just three areas: capital allocation, management and incentives at the parent company level. This structure allows each company to operate independently and do what it does best within an incentive structure designed to drive outcomes for both the operating business and, ultimately, Tiny and its shareholders. You can concentrate on
Tiny currently has three main reportable segments. Digital Services provides design, engineering, brand positioning, and marketing services to help businesses of all sizes deliver premium web and mobile products. The e-commerce platform is home to a complementary portfolio of recurring revenue software businesses that support merchants and digital theme businesses that sell templates to Shopify merchants. The creative platform primarily consists of his Dribbble, the leading social network for designers and digital creatives, and the leading online marketplace for digital assets such as fonts and templates.
Learn more about. www.tiny.com Or, see the public documentation available on Tiny’s SEDAR+ profile. www.sedarplus.ca.
About Dr. Andrew Huberman and the Huberman Institute
Dr. Andrew Huberman is a neuroscientist and tenured professor in the Department of Neurobiology and Kindly Psychiatry and Behavioral Sciences at Stanford University School of Medicine. He has made numerous important contributions to the fields of brain development, brain function, and neuroplasticity, the ability of the nervous system to rewire and learn new behaviors, skills, and cognitive functions.
Huberman is a McKnight Foundation and Pew Foundation Fellow and the 2017 recipient of the Kogan Prize, which is given to the scientist who has made the most important discovery in the study of vision. His lab’s latest research focuses on the effects of vision and breathing on brain states such as fear and high attentional focus, which can be used to quickly reduce stress and improve sleep and other physiological indicators. and develop effective tools.
Research from Stanford Medicine’s Huberman Lab has been published in top journals such as Nature, Science, and Cell, and featured in top media outlets such as TIME, BBC, Scientific American, and Discover.
In 2021, Dr. Huberman launched the Huberman Lab Podcast. This podcast frequently ranks in the top 10 of all podcasts worldwide, and is often ranked #1 in the science, education, and health and fitness categories.
Andrew Huberman is the host of the Huberman Lab podcast and co-founder of Scicomm Media.
For more information about Huberman Lab, please visit: www.hubermanlab.com. For more information about Scicomm Media, please visit: www.scicommedia.com.
