FIBE functional soda makes market debut

This month sees the official launch of FIBE, the first to market UK functional soda range. Boasting a completely natural ingredient list, the trio of 250ml can each contain 5g of prebiotic fibre as well as the added benefits of Calcium and Vitamin C, making them great for gut and immune health.

Pitched as the perfect ‘new age soda’ without compromise on taste, they contain just 30 calories a can, are low in sugar and come in three classic soda flavours- Zesty Orange, Fruit Punch and Lush Lemonade. Rolling out from February in Planet Organic stores nationwide, the range will also be available to independents via wholesaler JD’s Food (RRP: £1.50 per 250ml can / £5 for x4 can multipack).

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. FIBE prides itself on its nostalgic taste credentials – playing into conventional soda flavours like orange, lemonade, fruit punch, with the aim of offering everyday soda drinkers an accessible ‘gateway drink’ that looks and tastes like soda, but actually benefits the body. 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.

Founder Freya says “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.