Retailer Serge Notay says he’s beyond excited to be the store to host the launch of a new freeze-dried sweet produced in association with rapper and activist, Apache Indian.
“This moment feels really special to me, both personally and professionally. I still remember being around 10 or 11 when my uncle brought in Apache Indian’s first album to the shop,” he said, speaking exclusively to Convenience Store.
The sweets are the first in a range of new lines Apache Indian is putting his name behind, and it will also span hot sauces, nicotine pouches and even a spiced rum.
To celebrate the event, the rapper will also be making an appearance at Serge’s store on 20 July. Serge says the timing is perfect, as his business is celebrating its fifthieth year in 2025.
“Apache will be standing inside that same shop in Batley, launching his new freeze-dried sweets with us. We didn’t sell the album back then - but it lived in the walls - the soundtrack to a generation. Having him physically in-store now is a full-circle moment. It’s more than a collab - it’s a proud chapter in our legacy,” he said.
Apache Indian was initially put in contact with the store through a contact at agency, New Young Blood, who work with the England Amputee Football Association which the retailer’s daughter Jeevna plays for. They thought Serge’s store could be the perfect launch pad for the sweets.
Now, the Boom Shack-A-Lack Retro Mix sweets will be gracing his shelves, and Serge couldn’t be more excited. “We’ve been selling freeze-dried sweets for a while, but the store’s been running for 50 years this year, so this this collaboration is really big for us.
“So Apache’s coming to install and he’s going to help me launch it. We’re going to do some TikToks and some videos too. I’ll be selling them for £3.99 and three for £10.”
Watch this space for more on the collaboration.
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