Claiming to be the first all-natural, zero-sugar beverage combining gut-friendly probiotics and prebiotics, Fhirst Living Soda is “set to storm” the functional beverage market.
The “guilt-free soda” promotes gut, immune and brain health, and comes in Cherry Vanilla, Passion Fruit and Ginger Mandarin flavours, with an RRP of £2.49 per 330ml can.
The zero sugar drink is aimed at males and females, aged 18-48 years old, who are seeking healthy, functional beverages.
Founded by Steven Van Middelem, 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. The company claims that this method 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 five grams of prebiotic dietary plant fibre as well as zinc and, unlike some functional beverages, absolutely no sugar, artificial ingredients or sweeteners.
Founder Steve 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 [in the US] increased 326% YOY [from 2020 to 2021] [SPINS], 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%[ibid].”
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.
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 Forest Makers.
The drink is available to order through CLF wholesale, with further wholesalers to follow over the coming weeks.
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