Belvoir Farm is making its entrance into the rapidly expanding functional beverage market with Happi, a line of two canned drinks tailored to address the increasing consumer interest in hydration and digestive health.
This launch strategically places the brand within a sector currently valued at over £36 billion annually, where a notable 67% of consumers prefer functional soft drinks to supplements.
The initiative by Belvoir is motivated by a distinct market opportunity: many functional beverages compromise on flavor in favor of nutritional benefits, while conventional soft drinks offer taste with minimal health advantages. Happi is designed to bridge this gap effectively. Utilizing authentic fruit juices and avoiding sweeteners and artificial flavorings, the range incorporates carefully selected functional ingredients aimed at enhancing overall wellbeing.
The still variant featuring Ginger, Lemon & Turmeric is specifically formulated for digestive health, incorporating fiber, live cultures, calcium, magnesium, and vitamin C. Meanwhile, the sparkling Blueberry & Lemon selection focuses on hydration, enriched with electrolytes sourced from Himalayan pink salt and a mineral blend supporting electrolyte balance, muscular function, and reducing fatigue.
Belvoir aims to extend its appeal to a younger demographic that prioritizes wellness. With 73% of UK consumers recognizing the role of hydration in boosting mental performance, and 67% of those under 35 actively seeking hydration-enhancing ingredients in carbonated drinks, the brand sees a significant chance to introduce a more natural, high-quality option in this space.
Managing director Peverel Manners states the goal is to achieve “both great taste and genuine wellbeing support” while adhering to Belvoir’s commitment to quality. The range is set to launch at a recommended retail price of £1.75, with availability through platforms like Amazon UK, TikTok Shop, and prominent wholesalers.