FHIRST Living Soda secures national retail distribution deal

Functional drinks brand, FHIRST Living Soda has secured its first national listing with Ocado.

The online retailer will stock the brand’s multipacks in each of its four gut lovin’ flavours: Lemon Lime, Ginger Mandarin, Cherry Vanilla, and Passion Fruit (each multipack contains 4x330ml cans). The packs will retail at £5.90, available online at Ocado from now. Shoppers will be able to enjoy an introductory offer of £1.50 off each multipack, retailing at £4.40 for six weeks from the beginning of September. 

FHIRST Living Soda is on a mission to “change the face of the soda category”, by delivering great tasting, guilt free, healthy sodas that support gut, immune and brain health. FHIRST says all-natural gut lovin’ formulation makes it the only functional soda globally to contain probiotics and prebiotics with zero sugar and absolutely no artificial sweeteners. Each can provides a powerful combination of 2 billion living probiotic cultures, 5g prebiotic plant fibre, and added zinc, and just 6kcals.

FHIRST’s sweetness comes from an infusion of natural stevia leaves, not to be confused with the chemical sweetener ‘stevia’, (stevia extract or steviolglycoside) which is physically and chemically altered and processed. Aside from water and stevia leaves, no further extraction with ethanol, methanol or the like takes place.

FHIRST says it is the only science-backed functional soda on the market. A recently commissioned in vitro study proved that over 90% of each can’s living cultures are stable, survive, and effectively reach the gut. The in vitro study proved that >91% of FHIRST’s living cultures are stable and have a controlled release in the intestine for full health impact – December 2023. FHIRST adds that no other ‘better for you’ soda has been able to claim this to-date, and is thanks to the brand’s microencapsulation process that facilitates maximum probiotic culture release.

In addition, the brand’s extensive microbiological testing has shown that the gut health benefits in each can are as strong at the end of the products’ shelf life as on day one, whether they’re kept chilled or ambient. The cans have a 365-day shelf life.

Co-founder UK/head of brand, Pip Brook (ex Vita Coco) says FHIRST is thrilled to be announcing its first national listing with Ocado, adding that it is testament to consumers realising that it’s not just about what you eat, but also what you drink that contributes to a healthy, balanced diet and lifestyle.

“With the backlash against traditional sodas that are full of sugars, sweeteners and a whole lot of nasties, people are genuinely looking for healthier alternatives,” Brook said. “FHIRST is one of the healthiest functional gut lovin’ sodas on the market right now, and we’re excited to bring our great tasting proposition to Ocado shoppers. Whether it’s adults or children, FHIRST is the guilt-free, healthy go-to soda. We’re here to change the soda landscape, showing that sugar and sweetener laden sodas are a thing of the past.” 

FHIRST Living Soda creator, Steven Van Middelem, has worked in the beverage industry for over 20 years. He comments: “Our premise is if you’re going to drink a soda, why not drink the healthiest soda you can? Why not drink a soda that not only tastes great, but is functionally the best for you, that helps support your gut, immune and brain health too?”

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