Oovi, a new British functional soda brand, has launched exclusively in Asda, with a line-up built to make functional soft drinks more accessible to everyday shoppers.
Join European founders, operators, and investors who read The Checkout every week.
The range spans six flavours across two collections, each 330ml can carrying 3g of fibre, magnesium, zinc and botanical extracts under the strapline "Relax. It's just soda." The Classics (RRP £5 per four-pack), in Mixed Berry, Lemon & Lime and Orange & Mango, carry 60mg of magnesium a can, while The Twists (RRP £5.50) in Strawberry & Watermelon, Peach & Ginger and Cucumber & Mint step up to 120mg alongside ashwagandha and lion's mane.
The pitch is a deliberate break from a category the brand says remains premium-priced and aimed at wellness insiders, leaning instead on familiar fruit flavours and value over medicinal language.
Oovi was founded by Tracy Ford and Phil Briggs, who spent 24 and 29 years at Asda respectively. "Functional drinks are moving into the mainstream, but the category can still feel complicated and expensive," said Ford.
AUTHOR
SUPPORTED BY PAPER RUN
Paper Run helps brands win back customers that email can't reach through automated direct mail that integrates with Shopify & Klaviyo.
SUPPORTED BY WAYFLYER
Wayflyer provides purpose-built financing to consumer brands worldwide, deploying over $6 billion to 7,000+ businesses since launching in 2020.
SUPPORTED BY RIVERFLOW
Riverflow is the leading creative AI platform for CPG and Fashion brands, built specifically for high quality, brand accurate visuals in both photoshoots, static ads and videos.
SUPPORTED BY VINE TALENT
Josh at Vine Talent provides consultative executive search for ambitious European consumer brands, helping founders access the calibre of international talent needed to unlock their next stage of growth.
JOIN OUR FOUNDER NETWORK:
VENICE FOUNDERS NETWORK
Where 200+ European consumer founders solve problems together.
An independent space for Europe's Consumer Founders & CEO's.
