Milk modifier Sipahh is a niche brand that’s been making grocery waves for Club Trading and Distribution Pty Ltd — better known as CTD.

A few years ago, Sipahh inventor Peter Baron approached the company after launching powerfully into retail and McDonalds.

With millions pumped into marketing, Sipahh had lost distribution and retailer listings with an offer that wasn’t quite right.

CTD conducted major research, then repackaged and repositioned the unique product over the space of a year.


The complete overhaul got Sipahh back on shelves. Rapt with the results and with a fresh vision for its potential, CTD purchased the brand and trademarks in 2012, granting it the rights for Australia and New Zealand.

The product’s delivery mechanism is very experiential, but is also portion-controlled and low in sugar.

When CTD rebranded Sipahh, the flavours grew from five to 18, and limited-edition flavours are created with input from consumers.

For the complete story, click here for the digital version of our May 2016 issue.

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