Basically Healthy ✕ ab.coffeeConfidential · Delhi · Summer 2026

A proposal, in the form of a love letter

To: ab.coffee.
From: the candy
that loves you back.

Re: Summer in Delhi. Together. We have an idea, and we think you'll like it.

Scroll ↓Vol. 01 · No. 01
Collipop trio
01 — Why you, why now

We've been watching you from across the street.

Eighty outlets. A barista cinematic universe. A coffee revolution built on the street, not the chandelier. You stripped away the frills and built community in their place.

We've been doing the same thing on the other side of the counter — quietly making a candy that earns its place in adult life. No sugar. No hype. A little ritual that makes the day better.

You own the moment. We own what comes after it.

Basically Healthy Collipop pack
80+
ab.coffee outlets, and counting
236K
Happy customers, mostly your crowd
1M+
Cups poured. Imagine the saucers.
0g
Sugar in a Collipop
100%
Plant-based, adult-focused
3
Functional ingredients, honestly explained
Collipop in hand
02 — The customer we both already have

Same Delhi. Same 22–35. Same allergic reaction to anything precious.

ab.coffee
  • The morning run
  • The afternoon reset
  • The barista you know by name
  • Loud, sharp, fast
The overlap
  • Lives in Vasant Kunj, GK, Khan, Bandra-on-vacation
  • Reads the label
  • Anti-frill, design-literate
  • Already has a ritual — wants a better one
Basically Healthy
  • The after-meeting palate
  • The no-sugar sweet tooth
  • The functional, not the supplement
  • Quiet, knowing, a little flirty
03 — The idea

Cold Brew, Hot Candy.

A limited Espresso Collipop, co-roasted with ab.coffee. A counter ritual. A Delhi summer, bottled into a wrapper.

i.
The Co-SKU

Espresso Collipop. Zero sugar, real ab.coffee espresso profile, designed for the post-cup moment. Wrapper in ab.coffee green, BH cream, one stripe of coral.

ii.
The Counter Moment

Every iced drink at 15 Delhi outlets ships with a Collipop on the saucer for the launch month. Stir with the spoon. Finish with the lollipop.

iii.
The Content

A Brewed & Screwed cameo. The baristas find a stash. Three to five reels, founder cross-posts, one editorial print shoot.

Basically HealthyBasically HealthyBasically HealthyBasically Healthy
04 — What it actually looks like
Espresso · 0g sugarLimited / 2026
Collipop
Collipop
× ab.coffee
Hot candy. Cold brew. Same hand.
The counter ritual
One iced drink.
One Collipop on the saucer.

Free with every iced order, May–July, across 15 Delhi outlets. The moment is the marketing.

"Anything else?" — "Just the candy."
The afternoon kit
1 cold brew concentrate.
5 Espresso Collipops.
One small box. Whole summer.
Sold at counters & basicallyhealthy.in
Brewed & Screwed · Episode 06

"The Stash."

Two baristas. One demoted outlet. A mysterious box of lollipops behind the espresso machine.

01
Cold open.
A regular orders an iced. The barista, deadpan, drops a Collipop on the saucer. Customer pauses.
02
Spiral.
The other barista finds the box. They start handing them out at random. Chaos, in the BH way: gentle.
03
Land.
Last frame: an empty cup, a stick. Card: Cold Brew, Hot Candy. May 2026.
05 — The deal

Light on paperwork. Heavy on the summer.

Basically Healthy brings
  • Product development & flavour R&D
  • Co-branded packaging design & print
  • 50,000 Espresso Collipop units
  • Paid amplification on BH channels
  • PR & founder press push
ab.coffee brings
  • 15 Delhi outlets as launch counters
  • Barista training & in-store ritual
  • Brewed & Screwed cameo episode
  • Counter real estate, May–July 2026
  • Espresso profile collaboration
Window
April – July 2026
Soft launch
Delhi, 15 outlets
Bundle revenue
50 / 50, sold at cost+
Exclusivity
Coffee × functional candy, 12 months
Indicative. Everything moves once we have a coffee.
06 — Next step

Half an hour, your Vasant Kunj outlet, espresso on us — when?

With love,
The Basically Healthy team
hello@basicallyhealthy.in  ·  @basicallyhealthy.in
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