The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

Phizz is expanding its Daily Immune+ range with a new Strawberry flavour as the hydration brand looks to drive consumption beyond the category’s traditional summer peak.

The new Daily Immune+ Strawberry comprises 20 effervescent tablets, with each tablet designed to make one drink. The product combines Phizz’s hydration formula with electrolytes and a multivitamin containing vitamins C and D, iron, zinc and selenium.

The new variant will roll out across UK retailers from August and September, building on the performance of Daily Immune+ Orange, which launched in August 2025.

Phizz said Daily Immune+ Orange is now its fastest-growing immune support product and the company’s leading hydration launch of the past 52 weeks. The addition of Strawberry is intended to build on consumer demand for the proposition while bringing a new flavour to the brand’s portfolio.

Phizz is positioning the launch around the opportunity to make hydration a more relevant everyday habit during the colder months.

The company said hydration remains a strongly summer-led category, despite growing consumer interest in wellness and immune support during winter. According to Phizz, the hydration category has grown 118% year-on-year, while the immunity category has grown 3.9%.

Daily Immune+ is designed to connect the two occasions, combining hydration with nutrients associated with immune support.

Dr Paul Anastasiades, Phizz co-founder and head of product development, said the formulation was developed around the relationship between hydration and the body's protective barriers, including those in the nose and throat.

He also highlighted vitamin D as a particular consideration during winter, when reduced daylight hours can affect the body's production of the vitamin.

Dan Cray, Phizz co-founder, said: “Immune+ is already showing that combining hydration with proactive immune support can give consumers new reasons to prioritise hydration through winter, while driving incremental category growth,"

Daily Immune+ Strawberry has an RRP of £9.50 for a 20-tablet pack, equivalent to 40p per serving.

The product launched at Tesco and Tesco Ireland on 24 August, with Holland & Barrett following on 1 September. Morrisons is scheduled to stock the product from 28 September, while Boots is due to go live in mid-October.