New zero-sugar probiotic and prebiotic Living Soda range launches
Say hello to FHIRST Living Soda, the first all-natural, zero-sugar beverage combining gut-friendly probiotics and prebiotics, that’s designed to storm the functional beverage market.
Promising a great-tasting, guilt free soda that promotes gut, immune and brain health, FHIRST’s three-strong launch line-up comprises: Cherry Vanilla, Passion Fruit and Ginger Mandarin flavours, RRP from £2.49/330ml can – see fhirst.com.
Featuring distinctive, contemporary packaging, FHIRST’ is aimed at males and females, aged 18-48 years old, who all have a FHIRST for life and are seeking the very best in healthy, functional beverages.
Founded by Steven Van Middelem, a beverage industry expert who is passionate about helping consumers make healthier choices, FHIRST aims to create a new high-growth category of ‘Living Sodas’. Identifying a gap in the market for a functional soda that over-delivered on taste and health, minus the usual sugars or artificial sweeteners, Van Middelem’s goal was to introduce a science-backed health drink that combined the benefits of probiotics and prebiotics into one drink with a popular soda taste profile and maximum kerb appeal.
Two years in the making, FHIRST are ‘Living Sodas’ thanks to the living gut-friendly bacteria (probiotics) inside the can. The probiotic strain used in FHIRST is one of the most studied in the world and each serving offers 2 billion live cultures, micro-encapsulated for stability and allowing controlled release in the gut. This method also ensures the health benefits are as strong at the end of the products’ shelf life as on day one (they have a 365-day shelf life). FHIRST Living Sodas have the added benefit of 5 grams of prebiotic dietary plant fibre as well as zinc and, unlike some functional beverages, absolutely no sugar, artificial ingredients or sweeteners.
Van Middelem says: “The global pandemic encouraged us all to think again about our immunity. 70% of our immune system lies in our gut, and gut health has been linked to the health of many other organs, including the heart and the brain. This has created huge demand for pro- and prebiotic products. Shelf-stable prebiotic soda sales increased 326%1 YOY, while functional beverages containing probiotics were the top sales drivers with sales up +4,357.4% vs regular soda and carbonates, which were only up +12.8%2.”
FHIRST aims to raise awareness of the importance of a well-functioning gut microbiome. Scientific studies have linked probiotics to the gut-brain axis, and two of the most powerful ‘happy hormone’ neurotransmitters – serotonin and dopamine – are both produced in the gut.
Van Middelem confirms interest in its Living Sodas has been incredibly strong: “We wanted to create a drink that can support immunity, brain health and overall gut health without compromising on taste, and without the sugars or artificial sweeteners, and that’s exactly what we’ve been able to do. We believe we’ve come up with a winning combination that will appeal to consumers looking for dynamic functional beverages without sugars or any nasties, and we’re excited to bring our unique proposition to the UK. There is nothing like FHIRST on the market and we hope to become global leaders in this space.”
FHIRST launches this month in the UK with a DTC offering. The brand is already in discussions with a number of interested UK stockists (supported by Brand Organic). The business has ambitious commercial goals, viewing the UK as a primary market. It has also secured distribution agreements with leading partners in Benelux and the Nordic countries.
FHIRST wants to be known as more than just a beverage company. As well as encouraging consumers to make healthier choices when it comes to their drinking habits, the business has also launched PlanetFHIRST, pledging 1% of turnover to biodiversity and green infrastructure projects via a partnership with SUGi.
