Tiny groups up with the world’s #1 well being podcaster to carry yerba mate to the lots, concentrating on the $344 billion U.S. well being beverage market

VICTORIA, British Columbia – Jan 25, 2024 – In a contemporary and distinctive contribution to the beverage market, Tiny (“Tiny” or the “Firm”) (TSXV: TINY) has joined forces with the world’s hottest well being and science podcaster, Dr. Andrew Huberman, to finish a majority funding in Mateína, a number one Canadian natural yerba mate model. Mateína’s founders, Nicolas Beaupré and Elodie Simard, will keep their management whereas leveraging the partnership with Tiny and Huberman to drive Mateína’s development because it launches within the U.S. As of in the present day, Mateína’s complete product line is now accessible within the U.S. by way of drinkmateina.com — together with a brand new sugar-free possibility that was co-developed with Huberman.

Mateína was born out of a scarcity of low-sugar and natural Yerba Mate choices out there and is now broadly accessible throughout Canada at main retailers like Entire Meals. Cultivated in partnership with a fourth-generation farming household in Misiones, northeastern Argentina, the model affords a various array of natural, sustainably farmed yerba mate merchandise. These embrace non-carbonated, frivolously sweetened chilly drinks in quite a lot of flavors (unique lemon, peach ardour, and grapefruit guava), free leaf teas, and Mateína’s new sugar-free possibility — a uniquely formulated, one-of-its-kind chilly brew beverage with 120 mg of natural caffeine derived solely from yerba mate.

Constituted of the South American Yerba plant, yerba mate is well known for its energizing and health-boosting properties. Lesser recognized, rising knowledge counsel the plant additionally has urge for food and blood sugar regulatory properties related in mechanism to Ozempic by way of Glucagon-like peptide-1 (GLP-1) induced urge for food suppression on the stage of intestine and mind. Different compounds in and/or stimulated by consumption of yerba mate carry robust antioxidant properties.

The popular caffeine supply of Lionel Messi, Zoe Saldaña, and even the Pope, yerba mate is cherished worldwide by thousands and thousands for its highly effective means to enhance focus, psychological readability, help digestion and bodily endurance, with out the widespread unintended effects usually related to different sources of caffeine or different ergogenic (efficiency enhancing) compounds.

“Yerba mate has been my most popular supply of caffeine for greater than three many years,” stated 48-year-old Dr. Huberman, finest recognized for internet hosting Huberman Lab, which is repeatedly ranked the primary well being podcast on this planet and within the high 10 of all podcasts worldwide. “I usually focus on yerba mate’s well being advantages — emphasizing its excessive antioxidant content material, its position in managing blood sugar, and its attainable neuroprotective results. Personally, I devour it each day for these causes, and likewise as a result of it tastes nice and has been part of my life since I used to be a toddler rising up with an Argentine father. As broadly in style as yerba mate is internationally, it’s much less recognized by the typical American as a result of most yerba mate drinks within the U.S. are too sugary or are low-quality making them bitter in style. Additionally the smoked sorts of yerba mate needs to be averted since they’re unhealthy. Collaborating with Mateína to develop a non-smoked, sugar-free model of chilly pressed yerba mate was a thrill and I’m so excited to have the ability to share this drink with the world. I see it as a very peerless beverage when it comes to its constructive results on thoughts and physique.”

From a distinct segment favourite in North American wellness circles in 2017, yerba mate has in recent times remodeled right into a each day ritual for thousands and thousands within the US and Canada — highlighting its journey from obscurity to mainstream reputation. This shift underscores yerba mate’s distinctive well being advantages and its standing as a pure, energizing drink. Mateína, with its concentrate on high quality natural merchandise, is well-suited to cater to this rising demand for more healthy, pure drinks, aiming to broaden yerba mate’s attain within the US and past.

“We envision a world the place yerba mate is a extremely accessible and health-forward beverage that’s consumed by tons of of thousands and thousands of individuals within the US and around the globe, in the identical approach espresso and tea are in the present day,” stated Elodie Simard, co-founder of Mateína. “Partnering with Tiny and Dr. Huberman allows us to introduce Mateína globally whereas additionally underscoring our dedication to sustainable, natural farming practices in Argentina.”

Andrew Wilkinson, co-founder of Tiny, added, “Tiny has been an enormous supporter of Andrew Huberman and we’re extremely excited to accomplice collectively on growing and bringing to market this unimaginable yerba mate model to the US. We’re assured that Mateína will make a big influence within the U.S. well being beverage market, bolstered by Dr. Huberman’s experience and the scientific deserves of yerba mate.”

Within the upcoming 12 months, Mateína, in collaboration with Tiny and Huberman, is about to broaden its product line with quite a lot of practical yerba mate choices, additional strengthening its presence within the world well being beverage market.

About MateínaMateína, a pioneer within the Canadian Yerba Mate market, is dedicated to delivering high-quality, natural yerba mate drinks. Upholding a powerful dedication to sustainability, the corporate proudly sources its yerba mate straight from family-owned farms in Argentina. The varied product vary, which incorporates sugar-free and low-sugar choices, skillfully combines the well being advantages of yerba mate with the deep cultural heritage of South America, introducing a novel and distinctive strategy to the power drink panorama. For extra data, go to drinkmateina.com.

About TinyTiny is a Canadian-based funding firm centered totally on investing and buying majority stakes in companies that it expects to carry over the long-term. The Firm is structured to present most flexibility to working administration groups by sustaining a spotlight on the guardian firm stage on solely three areas: capital allocation, administration, and incentives. This construction allows every firm to run independently and concentrate on what they do finest, inside an incentive construction that’s designed to drive outcomes for each the working enterprise and finally for Tiny and its shareholders.

Tiny at the moment has three precept reporting segments: Digital Providers, which supplies design, engineering, model positioning and advertising and marketing companies to assist corporations of all sizes ship premium internet and cellular merchandise; E-Commerce Platform, which is residence to a complementary portfolio of recurring income software program companies that help retailers, in addition to digital themes companies that promote templates to Shopify retailers; and Artistic Platform, which is comprised primarily of Dribbble, the main social community for designers and digital creatives, in addition to a premier on-line market for digital property corresponding to fonts and templates.

For extra data, please go to www.tiny.com or consult with the general public disclosure paperwork accessible beneath Tiny’s SEDAR+ profile at www.sedarplus.ca.

About Dr. Andrew Huberman & Huberman LabAndrew Huberman, Ph.D., is a neuroscientist and tenured professor within the division of neurobiology, and by courtesy, psychiatry and behavioral sciences at Stanford Faculty of Medication. He has made quite a few vital contributions to the fields of mind growth, mind perform and neural plasticity, which is the flexibility of our nervous system to rewire and be taught new behaviors, abilities and cognitive functioning.

Huberman is a McKnight Basis and Pew Basis Fellow and was awarded the Cogan Award in 2017, given to the scientist making essentially the most vital discoveries within the examine of imaginative and prescient. His lab’s most up-to-date work focuses on the affect of imaginative and prescient and respiration on mind states corresponding to worry and excessive consideration focus and growing fast and efficient instruments for mitigating stress and bettering sleep and different physiological metrics.

Work from the Huberman Laboratory at Stanford Faculty of Medication has been printed in high journals together with Nature, Science and Cell and has been featured in TIME, BBC, Scientific American, Uncover and different high media shops.

In 2021, Dr. Huberman launched the Huberman Lab podcast. The podcast is incessantly ranked within the high 10 of all podcasts globally and is usually ranked #1 within the classes of Science, Schooling, and Well being & Health.

Alongside internet hosting the Huberman Lab podcast, Andrew Huberman is the co-founder of Scicomm Media.

For extra details about Huberman Lab, please go to www.hubermanlab.com. For extra details about Scicomm Media, please go to www.scicommedia.com.