AUCKLAND, Today: A West Auckland beverage company has sold out its entire stock overnight in Australian supermarkets following an unexpected social post from a Sydney mother and businesswoman.
Kristin Fisher, who runs a successful eyebrow sculpting business and has 31,000 Instagram followers posted her endorsement of the product, featuring an image of the 99% sugar-free drinking chocolate.
Impact PR Auckland reports that in her post, Fisher said: “I feel like I owe this to my people. This needs to be on my feed. We need to know what is going on with @avalanchecoffee …”
The post went on to add that she could not find the product on supermarket shelves which sent her followers on a frenzy to hunt down the product for themselves.
Paul Tobin and Stefan Marusich who own Avalanche Coffee said they had no prior connection with Fisher and were completely surprised to see the product selling out overnight.
“We understand one of the supermarket customers has taken a particular liking to our sugarfree drinking chocolate and innocently posted her endorsement to her followers,” said Tobin.
“Fisher has since edited her Instagram bio to read: Australia’s No 1 one hot chocolate influencer!”
“The next day we started getting a wave of new orders from dozens of Woolworths and Coles supermarkets wanting to replenish their stocks.
“We are told customers have been going in and buying up any stock that is left then posting this to their own pages which is contributing to the demand.
“The viral success of the post has been picked up by Australian news media which is adding to the shortages.”
The success of the recommendation has also caught Fisher by surprise who has since edited her Instagram bio calling herself ‘Australia’s number one hot chocolate influencer!’
Fisher’s full post says “I feel like I owe this to my people. This needs to be on my feed. We need to know what is going on with @avalanchecoffee and why are they on SALE (why. WHY).
“I’m starting to get very concerned that something sinister has happened. (I’m looking at you Jarrah). So if anyone has any information on the whereabouts of my beloved avalanche hot choc sachets, please comment on this post so we can all get some sleep tonight.”
Tobin says they are working overtime to keep up with the Australian demand and have been sending air freight shipments every day since the post went live.
Avalanche has been air freighting stock daily since the post to meet demand in Woolworths and Coles supermarkets.
Tobin says while Transtasman supplies have been depleted, the product is currently still available in New Zealand.
- instagram.com/kristin.fisher
- dailymail.co.uk/sugar-free-hot-chocolate
- news.com.au/hot-chocolate-to-sell-out
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