FHIRST Living Soda has made its debut in the Irish market, via listings with independent health stores, as well as WHSmith Travel in Dublin, Shannon and Cork Airports.
The up-and-coming brand describes itself as a great-tasting, guilt-free soda that promotes gut, immune system and brain health. Its portfolio offers all-natural, zero-sugar/sweetener living sodas, which contain probiotics, prebiotics, and added zinc.
FHIRST offers ‘soda with benefits’
Each can is packed with two billion living probiotic cultures, microencapsulated for stability and allowing for controlled release in the gut. Other key ingredients include prebiotic plant fibre and zinc.
FHIRST’s 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 are kept chilled or ambient.
Importantly, FHIRST’s sweetness comes from an infusion of natural stevia leaves (not to be confused with the chemical sweetener stevia).
The three-strong launch line-up features three flavours: Cherry Vanilla, Ginger Mandarin and Passion Fruit, each priced at €2.49/US$2.70 for 330ml and presented in colourful, contemporary packaging.
FHIRST founder Steven Van Middelem (also founder of D-Drinks) commented: “The global pandemic encouraged us all to think again about our health and immunity. 80% 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.
“We wanted to create a drink to help support immunity, brain health and overall gut health without compromising on taste, and most importantly without the sugars or sweeteners.”
He concluded: “It’s soda with benefits. We’re on a mission to help people make healthier choices, and we’re beyond excited to be bringing next gen soda to Irish consumers.”
In sustainability terms, FHIRST is committed to investing in nature’s biodiversity in the shape of Planet FHIRST, pledging 1% of turnover to biodiversity and green infrastructure projects via a partnership with SUGi. FHIRST funds will be used to boost the powerful web of 100% biodiverse native forests.