In the US, brands such as OLIPOP and Poppi have taken the market by storm. But is there the same opportunity in the UK and Europe?
Steven Van Middelem believes there is. He launched FHIRST last year, on the back of 20 years in the F&B and supplements industry, most notably as founder of D-drinks Group (a global drinks and snacks distribution business) in the Benelux markets, which focuses on natural and better-for-you snacks.
But how do you explain the science behind the brand to consumers and build up a following in this space? Steven shares his top tips.
Introduce us to FHIRST!
Having worked with amazing beverage and snack brands in the better-for-you space for a number of years, I still felt there was something missing: a refreshing, great-tasting soda with no sugars or sweeteners, that possessed a true gut health impact.
After two years of innumerable recipes and stability tests, we managed to brew a ‘world FHIRST’ - an all-natural, lip-smacking soda without sugar and sweeteners, but with real functional gut health credentials.
FHIRST Living Soda offers a healthier alternative to current sodas on the market. Our unique 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 offers 2 billion living probiotic cultures, 5g prebiotic plant fibre, and added zinc, to support gut, immune, and brain health.
Moreover, FHIRST 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. No other ‘better for you’ soda has been able to claim this to date.
We launched in 2023, and have since won numerous industry awards including most recently, the Zenith Innobev Award for Best Functional Drink.
Where can we find FHIRST?
You can find our four gut lovin’ flavors (old school Cherry Vanilla, fiery Ginger Mandarin, tropical Passion Fruit, and zesty Lemon Lime) on Amazon and Ocado, as well as stocked in over 700 independents and 150 health stores across the UK and Ireland.
Who is your target audience?
FHIRST is aimed at anyone looking to upgrade their soda habits. Our range can be enjoyed by everyone guilt-free - families and future generations included - knowing the sodas are good for the gut, the foundation of health and wellbeing. FHIRST’s typical consumer tends to already be health and wellbeing focused, someone who is willing to pay a premium for added functionality.
Why focus on gut health?
The data shows that gut health categories are growing at a rapid pace but personally I don’t think we’ve seen the start of it. To me it’s not a trend, it’s much bigger than that.
Scientists and experts are only just starting to understand the impact and importance of our digestive health. The gut health conversation has evolved from just being talked about in association with the likes of IBS, bloating and stomach issues etc. The whole interconnection, for example, with the gut-brain axis, is gaining more momentum, as is the premise that good gut health is a prerequisite for good physical and mental wellbeing.
With this increasing awareness of the fact that our health starts in the gut, the importance of gut health can only continue, and so it felt like the right time to launch a functional drink like FHIRST.
Entrepreneur insights in our free-to-attend webinar!
Pip Brook, co-founder UK at FHIRST, knows all about building brands. She previously helped build renowned beverage Vita Coco, the world’s leading coconut water brand, across EMEA, and has consulted across a range of challenger brands in the better-for-you space ( including Edgard & Cooper; Bio&Me and Fearne & Rosie).
Hear what she has to say about raising investment, growing a social media presence and working with celebs in our Beverage Innovation webinar. You can access it on-demand at any time for FREE!
How do you explain the science behind the brand to a mass audience?
Consumers are definitely savvier about functional food and drink, and what they’re putting into their bodies.
Communicating the science to consumers is something we’re working on. With FHIRST, we can honestly say that it’s the healthiest functional gut lovin’ soda on the market right now.
We’re building a reputation as the go-to brand for clean living soda. And we do what we say on the can: FHIRST is science-backed. Consumers are learning more and more about probiotics and prebiotics, but there is definitely more work to be done on educating what a functional soda is and most importantly how FHIRST is different to anything else on the market. That’s our focus as a brand, as we strive to lead category growth.
Where did the name FHIRST come from?
FHIRST – because we are the ‘fhirst’ of our kind globally. And because we’re refreshing and ‘fhirst’-quenching too!
How does the gut health soda movement compare in UK to the US?
UK and Europe are playing catch-up, and have stricter health claims regulations as well. Functional beverages, including gut health sodas, have achieved traction over in the States with a diverse number of players performing really strongly. While kombucha and kefir are steadily gaining popularity in the UK and Europe, soda-style options are still relatively niche, so leveraging broader health trends like we do with FHIRST such as sugar reduction and natural ingredients, is key to really help drive growth.
You launched FHIRST in 2023. What was the trickiest part of this initial launch phase?
Every phase in business has its challenges. With a start-up, it’s all about translating your vision into concept and then the commercial execution. At this stage you have to deal with every aspect of the business from the creative side to numbers, through to market standards.
But just like most things in life, if you are truly passionate about what you’re doing, the ‘tough parts’ are easier to deal with than you might think!
What’s your top tip to other beverage entrepreneurs?
As a founder, you often get so deep in your operational to-do list, you don’t have time to think strategically.
So, I believe it’s important to always keep the bigger vision and mission on the horizon, not only for the founders but for every person involved in the company.
I love the entrepreneurial energy vibrating in start-ups. It’s this energy we need to effect true change and disrupt the status quo.
7 Deadly Things
What’s your poison?
Probably coffee – trying to moderate!
What’s your worst vice?
Going against the mainstream.
Worst work mistake?
Not always trusting my gut intuition.
Biggest waste of money?
A motorbike – haven’t spent much time on it yet, but it’s beautiful to look at.
A brand you're jealous of?
There’s so many cool and impactful brands out there, but if I’m looking at it more holistically, I would say the Isha Foundation – jealous is not the right word, but admiration and respect. Living proof of how to build a global organisation with millions of volunteers in the most conscious way with the biggest impact on humanity.
When has your pride caused a fall?
When my wife actually proved she was better at windsurfing than me!
What makes you most angry?
Brands pretending to be ‘good-for-you’.
*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.
OLIPOP on revolutionizing soda
When Ben Goodwin founded OLIPOP in 2018, his mission was to reshape the US’ soda addiction with a healthier alternative.
This year, the brand is featured in Time100’s Most Influential Companies 2024.
How has Goodwin built both a beverage brand – and a new category? Find out here.