Boost Drinks founder Simon Gray has returned to the soft drinks category with It’s Giving – a new functional drink without the premium price.
Billed as a “gut‑friendly soda”, It’s Giving will be available in 330ml cans, price‑marked at £1, from 30 March. It comes in three flavours: Apple & Elderflower, Black Cherry and Mango & Passionfruit.
Each can delivers 6g of plant‑based fibre to support gut health; the launch comes as 96% of UK adults fail to meet the recommended 30g daily fibre intake.
It’s Giving is the first launch from Fizz with Purpose, founded by Simon Gray and built on the guiding principle that “every soft drink can be a force for good, delivering genuine functional benefit without sacrificing taste, functionality or affordability”.
Simon Gray, Founder of Fizz with Purpose, said: “Modern soda has taken off, but it’s often landed at premium prices, which limits how far it can travel in the real world. As a nation we’ve never had more awareness about health, yet we’ve never been so unhealthy. The everyday wellness gap we face is what drew me back into the functional drinks category, giving me a new mission to help by providing a functional drink solution that can be an everyday choice.
“With It’s Giving, we’ve built a £1 PMP modern soda designed for everyday soft‑drink occasions: great taste first, with functional credibility as the supporting layer. It’s a proposition made to scale for consumers, for wholesalers, and for independent retailers.”
