FIBE has launched a functional soda range in the UK
The trio of 250ml cans each contain 5g of prebiotic fibre as well as the added benefits of Calcium and Vitamin C. Pitched as the perfect ‘new age soda’ without compromise on taste, they contain 30 calories a can, are low in sugar and come in three classic soda flavours; Zesty Orange, Fruit Punch and Lush Lemonade.
After acknowledging the ‘fibre gap’, the drinks were designed primarily to support digestive health with the addition of plant based prebiotic fibre, proven to increase microbial diversity in the gut.
The brand is the brainchild of Fix8 Kombucha founder Freya Twigden, following her extensive experience in soft drinks and the rapidly growing gut health category.
She 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, but where drinks like CBD, adaptogens or kombucha might be too much of a stretch for taste or price. There is no ginseng or hibiscus here! 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.”
Made in the UK the FIBE range is HFSS compliant, ambient and benefits from an 18-month shelf life.
Image from FIBE
