Focus On Adult Soft Drinks: 5 December

By Rob Brown (rob_j_a_brown@hotmail.com) 

Advertising deadline: 20 November 2026

Submissions deadline: 13 November 2026

Print, digital and sponsorship opportunities

From prebiotics to CBD and collagen, soft drinks marketed at adults almost always contain functional ingredients these days. So which ingredients – and their purported health claims – are winning favour among shoppers?

Gut health: Pre- and probiotic sodas

• Who are the big names in pre- and probiotic sodas?

• Which brands are throwing the most money behind their marketing?

• Which demographics are they targeting?

• How do their gut health claims stack up?

Magnesium: Improved energy

• Why are brands adding magnesium to their drinks?

• How are they communicating the puported benefits to shoppers?

• Do the drinks contain enough of it to see a tangible benefit?

CBD: Innovation

• Which brands are still launching CBD drinks into the market?

• How are CBD drinks brands diversifying with non-CBD innovation?

• Which brands have reformulated their products to meet the FSA’s guidelines?

Innovations: We will profile two new products or ranges. We need launch date, rsp, and a hi-res picture of each.