A functional soda brand called Fibe has entered the UK market, claiming to support digestive health.
The HFSS-compliant soft drink is available in three flavours: Zesty Orange, Fruit Punch and Lush Lemonade. Each 250ml cans contains 5g of plant-based prebiotic fibre as well as calcium and vitamin C, designed to improve gut and immune health.
The range is available in Planet Organic stores as well as independent retailers, with an RRP of £1.50 per can.
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.
“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.”
