New functional soda enters the UK market

A new functional soda brand, Fibe, has launched into the UK market, designed primarily to support digestive health with added prebiotic fibres.

The non-HFSS beverages are available in three flavours: orange, fruit punch and lemonade, each containing five grams of plant-based prebiotic fibre as well as calcium and vitamin C, designed to improve gut and immune health.

The 30-calorie cans are aimed to offer soda drinkers an accessible ‘gateway drink’ that looks and tastes like traditional soda while benefitting the body.

Freya Twigden, Fibe’s founder, said: “The idea is simple, we’ve taken flavours that consumers know and love, and created a better version – one that not only tastes familiar but also boasts considerable gut-health benefits. There are no empty calories, no artificial sweeteners, just classic soda flavours with all natural ingredients, plus the added benefit of 5g of fibre to support digestive health.”

She added: “The aim is to create an accessible range that gives us the opportunity to bring classic soda drinkers into the functional category as well as appeal to lapsed soda drinkers, looking for a healthier option…We believe by combining two trends, gut health and functional beverages, Fibe offers retailers a clear opportunity to add incremental sales and is set to further disrupt the category.”

The beverages are available in Planet Organic stores nationwide as well as independent retailers for an RRP of £1.50 per can.