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Fibre UP Soft Drinks was awarded the title of Best Health & Wellness Innovation 2025, at the prestigious World Beverage Innovation Awards. Here, Paul McCreery, the founder of Fibre UP, shares his thoughts on the significance of this achievement for both him personally and for the company as a whole.
Can you tell us a little about your winning entry. What makes it unique or innovative?
Fibre UP is the only soft drink offering 50% of the recommended fibre intake per serving. We're on a mission to make getting enough fibre truly easy and enjoyable.
How has winning a FoodBev Award impacted your brand, team or project since the announcement?
Winning 'Best Health and Wellness' gives huge validation to our mission and builds confidence with retailers, partners, and consumers. It has also been a big morale boost for our team as we grow the category.
What does it feel like to have your work recognised on this global stage?
It feels incredible to be recognised by independent experts on a global stage. It reinforces that we are building something genuinely meaningful in health and wellness.
Looking ahead, what’s next for you and how do you see your innovation evolving in the future?
We are scaling fast. We have exciting new products in development and are preparing to launch our pre seed investment round to accelerate growth.
World Beverage Innovation Awards 2026, in association with BrauBeviale
The World Beverage Innovation Awards have returned for their 23rd year, showcasing groundbreaking developments across the sector. From pioneering production technology to revolutionary sustainable packaging, the awards spotlight the companies and individuals who are redefining the way we drink.
Submissions close: 25 September – Don't miss your chance for global recognition and industry exposure!
Save the date! The World Beverage Innovation Awards 2026 ceremony will be held at BrauBeviale, presented by FoodBev Media, Tuesday 10 November 2026, 5pm (CET). BrauBeviale 2026 will bring together experts from the beverage and liquid food industry in Nuremberg, Germany from 10 to 12 November 2026.
Sponsored by Chinova Bioworks: a Canadian food-tech company founded in 2016 to revolutionise the food and beverage industries by introducing natural and sustainable ingredients derived from white button mushrooms. Chinova's clean-label technology reduces reliance on artificial ingredients and aids in lowering food waste.
For more information about our selection of awards programmes, please visit foodbevawards.com or email awards@foodbev.com.