The founder of Boost Drinks has launched a soft drink seeking to “bring functional cues into the mainstream without compromising on taste, affordability or scale”.
Simon Gray has this week unveiled It’s Giving, a new “gut-friendly soda” containing 6g of plant-based fibre per can.
Cans in Apple & Elderflower, Black Cherry and Mango & Passionfruit will roll out from 30 March via leading UK wholesalers and independent convenience stores (PMP: £1/330ml).
“Modern soda has taken off, but it’s often landed at premium prices, which limits how far it can travel in the real world,” Gray said. “As a nation we’ve never had more awareness about health, yet we’ve never been so unhealthy. The everyday wellness gap we face is what drew me back into the functional drinks category, giving me a new mission to help by providing a functional drink solution that can be an everyday choice.
“With It’s Giving, we’ve built a £1 PMP modern soda designed for everyday soft drink occasions: great taste first, with functional credibility as the supporting layer. It’s a proposition made to scale for consumers, for wholesalers, and for independent retailers.”
Gray said the choice of name for It’s Giving reflected “the modern choice of language amongst Gen Z”.
The turn of phrase was used to describe “a great vibe or feeling” whilst also highlighting the fact the drinks provided “great taste and genuine health benefits”, he added.
Gray stepped away from Boost Drinks last January, after the soft drinks brand was acquired by AG Barr in 2022.
No comments yet