Oovi, a new British soda brand created to make functional soft drinks more accessible to mainstream shoppers, has officially launched.
The range features six fruity soda flavours across two collections: The Classics and The Twists. Every 330ml can contains 3g of fibre, magnesium, zinc and botanical extracts. The Twists range also includes a higher level of magnesium (120mg per can), alongside ashwagandha and lion’s mane extracts.
Oovi was developed in response to a growing gap in the soft drinks market. While interest in functional beverages continues to rise, much of the category remains premium-priced, complex and targeted at consumers already immersed in wellness culture. Oovi offers a simpler alternative by putting taste, refreshment and familiar fruit flavours first.
The brand was founded by Tracy Ford and Phil Briggs, who bring extensive experience across British retail, food and drink, including senior commercial roles at Asda.
“We know that getting onto the shelf is only the beginning,” said Tracy Ford, Oovi co-founder. “A brand has to taste great, offer genuine value and give people a reason to buy it again. Functional drinks are moving into the mainstream, but the category can still feel complicated and expensive.
“We created Oovi to offer something different: a genuinely enjoyable soda with familiar flavours, useful ingredients and a price that makes regular purchase possible.”
Oovi’s straightforward approach is reflected in its brand line: ‘Relax. It’s just soda.’ The brand moves away from the serious and medicinal language often associated with functional drinks. Its bold packaging, recognisable flavours and playful personality are designed to attract a broader audience to the category.
The launch will be supported by a programme of consumer and trade PR, social and digital activity, influencer partnerships and sampling initiatives.
The Classics (RRP £5 per four-pack) bring familiar flavours with plenty of fizz; Mixed Berry, Lemon & Lime, Orange & Mango. Each contains 60mg of magnesium per can.
The Twists (RRP £5.50 per four-pack) offer something a little less expected; Strawberry & Watermelon, Peach & Ginger and Cucumber & Mint. Each contains 120mg magnesium per can alongside Ashwagandha and Lion’s Mane extract.