A new functional drinks brand that wants to “revolutionise the soft drinks market” has announced its official launch.
With an emphasis on gut-friendly ingredients, the Living Things range of sodas are low in sugar and high in fibre and prebiotics, delivering two billion live cultures per can.
Initially available from independent cafes and retailers, direct-to-consumer through its website and Amazon, the UK-based brand is poised for an early 2024 national roll-out set to be announced soon.
With the functional wellness drink market now worth £240m and 31% of consumers interested in purchasing premium soft drinks with additional functional benefits, Living Things stated that it hopes to offer a solution for consumers that exceeds expectations in taste and health benefits.
Living Things has an RRP of £1.99 per can, with a case of 12 priced at £19.99. The initial release features three flavours: Raspberry & Pomegranate, Peach & Blood Orange and Lemon & Ginger.
CEO and Co-Founder, Ben Vear, has significant experience across start-up and scale-up FMCG brands. From his involvement in his family’s Gloucestershire-based business Winstones Cotswold Ice Cream, through to roles with the likes of Mars, Urban Fresh Foods, and more recently as General Manager at Minor Figures.
The company’s vision is to disrupt the soft drinks market with a product that is good for both humans and the planet. Living Things is currently raising investment and is close to completing the round, with high-profile backers to be announced soon.
Commenting on the launch, Vear said: “Tasting good and doing good don’t have to be in conflict, more than ever the consumer isn’t looking for another sugar-filled soft drink but for solutions that don’t just taste great but also pack health benefits and environmental credentials. With Living Things we’re creating a new class of soft-drink that finally does all three.
“Low in sugar, free from sweeteners and packed with fibre and belly-loving benefits, we’ve taken many months to develop Living Things into what we believe can be a category defining product, brand and aesthetic. So we’re incredibly excited to finally be sharing it with consumers and investors. We’re also absolutely delighted with the investment interest we have received so far. We hope to attract a long list of stockists and have a major win to announce in Q1 2024, so watch this space!”
