BOOST founder brings £1 PMP modern soda to Northern Ireland
A new £1 PMP modern soda from Simon Gray, founder of BOOST Drinks, is launching across Northern Ireland, giving convenience retailers a timely opportunity to tap into growing demand for soft drinks that offer great taste, added benefits and everyday value.
IT’S GIVING, the first brand from Simon’s new venture Fizz With Purpose, is available in three fruity flavours – Apple & Elderflower, Black Cherry and Mango & Passionfruit. Each 330ml can contains 6g of plant-based fibre, is low calorie, naturally low in sugar and contains no artificial sweeteners.
The launch comes at a time when soft drinks remain one of the strongest categories in convenience, with total category value growing +6.9% year on year. However, the bigger shift is what shoppers are choosing within soft drinks, with modern soda growing at +412% year on year, significantly ahead of more established areas such as cola at +2.8% and other flavoured carbonates at +4.4%*.
That gives IT’S GIVING a clear role in one of the fastest-growing spaces in the category, bringing a modern soda proposition into mainstream convenience at an accessible price point.
“IT’S GIVING has been developed around a clear consumer need. Shoppers increasingly want drinks that feel healthier and offer more, but too often they feel forced to compromise on taste, affordability or everyday accessibility,” said Simon Gray.
“IT’S GIVING is designed to challenge that compromise, bringing together great taste, 6g of plant-based fibre and a £1 PMP format that makes modern soda accessible for everyday soft drink occasions.”
It also comes at a time when fibre intake remains a major consumer issue, with 96% of UK adults failing to meet the recommended 30g daily fibre intake, according to the British Nutrition Foundation.
Early sales in Northern Ireland are tracking ahead of expectations, with the brand showing strong early rate of sale and, in some launch retailers, performing above the levels of established carbonated soft drinks brands.
IT’S GIVING has already earned industry recognition, with finalist spots in all three UK Soft Drinks Awards categories it entered: Best New Brand, Best Functional Drink and New Product Concept.
“For retailers, IT’S GIVING brings together the cues shoppers are looking for – taste, flavour, fun, value and added benefit – in a format that sits comfortably in the mainstream soft drinks chiller rather than a specialist health fixture,” added Simon.
“I know better than most what it takes to build a drinks brand that resonates with consumers in Northern Ireland. With BOOST, I built a hugely successful brand on value and functionality. IT’S GIVING takes that same understanding into a new space – flavour-led refreshment with added purpose.”
The brand is now available across key wholesalers in Northern Ireland, including Musgrave, O’Reilly’s, C&N, Northern Confectioners and S&W.
The IT’S GIVING launch will be supported by sampling activity and consumer-facing events across Northern Ireland as part of the brand’s #ServeSeason campaign, helping drive awareness, trial and demand at store level during the key summer trading period.
For more information, visit www.itsgivingdrinks.com or follow @itsgivingdrinks on Instagram and TikTok.
