British Kombucha brand Fix8 has secured a new national listing with Morrisons for two of its SKU’s – Strawberry Basil and Sicilian Citrus. They will be stocked in front-of-store chillers across 270 stores (200 petrol forecourts and 70 Superstores) with an RRP of £1.79 for a 250ml can.
Fix8 has also secured wider distribution with Waitrose. Since launching in the supermarket in October 2022, the brand has seen sales increase by over 1,000%. It has now increased distribution to 196 stores nationwide.
Fix8 is also now available from Ocado, Selfridges and Planet Organic, as well as 500 independents.
Meanwhile, Fix8 has also bolstered its team with the appointment of Amar Gohil as Commercial Director. He joined from Asda, where he was previously Head of World Food. Before that, Gohil spent 14 years at Tesco, holding various commercial roles within food and drink.
He said: “I’m absolutely delighted to be joining the team and alongside Freya [Twigden – founder], have huge ambitions. Together, we will focus on scaling both the Fix8 and Fibe brands through UK markets as well as turning our attention to international expansion. Both Fix8 and Fibe appealed to me not just for the gut-health goodness and taste of their drinks, but also how they contribute to expanding choice for customers in making healthier soft-drink purchases. I look forward to working alongside Freya and the highly motivated team to help take the brand to the next stage.”
Twigden added: “We are so excited to be kicking off 2024 with this momentum within Fix8. Securing front-of-store presence with Morrisons marks an exciting step-change as we gain even more traction within the functional category, and gaining greater distribution in Waitrose was another huge win for us and testament to the continued customer demand for gut health.
“As the first kombucha in the UK to have science-backed live cultures alongside vitamin C, we have a clear point of difference. Not only can we make a prominent immune health claim front of pack, but we also pride ourselves on not using stevia in Fix8 which provides a barrier to purchase for many kombucha customers. Our tasty, easy-drinking kombucha with functional benefits also comes at an accessible price point – which is crucial for customers today. Now with Amar bolstering the team further, we look forward to cementing our position as a key player in functional soft drinks in the year ahead and are so grateful to have the support of our retail partners as we continue to build the brand”.
