Founder of Boost Drinks, Simon Gray, has launched a new gut-friendly soft drink that it hopes will “bring functional cues into the mainstream fixture without compromising on taste, affordability or scale”.
The debut launch from Gray’s Fizz with Purpose business, It’s Giving is available in three flavours, Apple & Elderflower, Black Cherry and Mango & Passionfruit, each can contains 6g of plant-based fibre, designed to support gut health.
It’s Giving will be available from Monday 30 March 2026 through leading UK wholesalers and independent convenience stores nationwide.
Commenting on Fizz with Purpose, founder Simon Gray, said: “Modern soda has taken off, but it’s often landed at premium prices, which limits how far it can travel in the real world. 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.”
Gray added that the name choice of the drink has been very deliberate, and 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.”
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