- Simon Gray, founder of Boost Drinks, launches IT’S GIVING, the first brand from his new venture, Fizz with Purpose
- IT’S GIVING is a taste-first modern soda priced at £1 PMP, available in three flavours, with 6g of plant-based fibre per 330ml can
- Developed to bring modern soda into everyday soft drink occasions, without compromising on taste, functionality or affordability
- In market from 30 March, through leading UK wholesalers and independent convenience stores nationwide
Simon Gray, founder of Boost Drinks, has returned to the soft drinks category with the launch of IT’S GIVING – a new £1 PMP modern soda designed to bring functional cues into the mainstream soft drinks fixture without compromising on taste, affordability or scale.
Wellness-led beverages have reshaped the drinks market in recent years, with a range of popular gut-friendly, wellness-led drinks launching across the US and UK to much fanfare.
Shoppers increasingly want more from everyday soft drinks; simpler labels, lower sugar options and added benefits, which these new and recent innovations provide. However, these new drinks have arrived at premium price points.
Furthermore, 96 per cent of UK adults are failing to meet the recommended 30g daily fibre intake (British Nutrition Foundation).
At a time when budgets remain under pressure, this leaves a clear ‘everyday wellness’ gap in the mainstream market for something that delivers on taste first, while still offering functional credibility at an accessible price, which the launch of IT’S GIVING aims to provide.
Each can delivers 6g of plant-based fibre, supporting gut health offering consumers an everyday healthy drink choice, not an occasional indulgence. The gut-friendly soda is available in three flavours: Apple & Elderflower, Black Cherry and Mango & Passionfruit.
Boost founder Simon GrayImage: Simon Gray
The name choice of the drink has been very deliberate, just like Gray’s previous drinks offering with Boost. It is reflective of the modern choice of language amongst Gen Z, as a great vibe or feeling, whilst also highlighting ‘exactly what it says on the can’ in providing great taste and genuine health benefits.
The brand is the first launch from Fizz with Purpose, founded by Simon Gray and built on a guiding principle that every soft drink can be a force for good, delivering genuine functional benefit without sacrificing taste, functionality or affordability.
“Modern soda has taken off, but it’s often landed at premium prices, which limits how far it can travel in the real world,” said Simon Gray, Founder of Fizz with Purpose.
“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.”
Availability:
IT’S GIVING will be available in market from Monday 30 March 2026 through leading UK wholesalers and independent convenience stores nationwide.