Oovi is a new British soda brand created to make functional soft drinks more accessible to mainstream shoppers.
There is a range of six fruity flavoured sodas across two collections, The Classics and The Twists. Each 330ml can of Oovi contains 3g of fibre, magnesium, zinc and botanical extracts. The Twists contain a higher level (120mg) of magnesium, alongside Ashwagandha and Lion’s Mane extracts.
Oovi has been developed in response to a growing gap in everyday soft drinks. Interest in functional benefits continues to rise, but much of the category remains premium priced, complex and aimed at consumers already immersed in wellness. OOVI offers a simpler alternative - putting taste, refreshment and familiar fruit flavours first.
Oovi was founded by Tracy Ford and Phil Briggs, who bring years of combined experience across British retail, food and drink, including senior commercial roles at Asda.
“We know that getting onto the shelf is only the beginning. A brand has to taste good, offer genuine value and give people a reason to buy it again. Functional drinks are moving into the mainstream, but the category can still feel complicated and expensive,” said Ford
The launch will be supported by consumer and trade PR, social and digital activity, influencer content, and sampling.