Entrepreneur Simon Gray, known for creating one of the UK’s leading functional drinks brands, is now venturing into the soft drinks sector with a fresh vision: to make wellness accessible in everyday retail.
As the founder of Boost Drinks, Gray has introduced IT’S GIVING, the inaugural brand from his new venture, Fizz With Purpose. This initiative marks what he refers to as “functional drinks chapter two.”
In contrast to many wellness-focused brands emerging today, IT’S GIVING is designed for mainstream soft drink occasions, emphasizing affordability, accessibility, and repeat purchases.
“I didn’t set out to launch another drinks brand,” Gray remarks. “After Boost, I thought that chapter of my life was finished. However, as I remained engaged with the market, it became clear there was a gap between health discussions and the products that people can realistically access daily.”
From Boost to a New Generation of Functional Drinks
Gray established Boost Drinks in 2001, seizing the opportunity to offer functional energy drinks at a reasonable price for the mass market. The brand quickly expanded through convenience retail and wholesale channels until it was acquired by AG Barr plc.
“That was chapter one,” says Gray. “Energy, performance, and accessibility.”
He now sees a significant opportunity in the growing demand for wellness-oriented soft drinks, particularly those promoting gut health, with a scalable model that avoids exclusivity.
“There’s been remarkable innovation in modern soda and functional drinks, especially in the US,” he explains. “However, many of these products still fall within premium price ranges or narrow retail environments, despite the health challenges they aim to tackle impacting almost everyone.”
Addressing the Everyday Wellness Gap
The launch of IT’S GIVING comes amidst rising consumer interest in gut health, particularly among Gen Z and Millennial shoppers who seek alternatives to traditional sugary sodas and alcohol.
At the same time, fibre deficiency continues to be one of the UK’s most significant nutritional gaps, with 96 percent of consumers not meeting the recommended daily fibre intake.
“Fibre isn’t a niche wellness concern—it’s an everyday issue,” Gray observes. “For wellness to truly become mainstream, solutions must seamlessly fit into everyday shopping habits and budgets.”
IT’S GIVING officially launched on 30 March 2026Photo: Handout
Each can of IT’S GIVING is infused with 6g of plant-based fibre, but Gray emphasizes that the brand’s primary goal is to deliver a delightful taste experience.
“This wasn’t about creating another ‘worthy’ wellness product,” he states. “Taste comes first. Affordability comes first. If consumers don’t enjoy it, they won’t repurchase it. If the price isn’t suitable for everyday retail, it won’t reach scale.”
Built for Everyday Retail
IT’S GIVING is crafted with strong foundations in convenience retail, underpinned by a deep understanding of impulse buying, frequency, and accessibility—insights Gray gained while building Boost Drinks.
“True democratization of wellness occurs when products are available where people shop every day,” he explains. “This brand was designed to function within daily soft drink occasions, not apart from them.”
While convenience has been a primary focus, the brand is designed to thrive in any setting where everyday soft drinks are sold, enhancing reach, relevance, and repeat purchases across various retail environments.
A Brand Name Designed to Connect Across Generations
The name IT’S GIVING is deliberately chosen to resonate across both contemporary culture and its straightforward functionality.
For younger consumers, the phrase aligns with popular Gen Z vernacular that describes a mood or vibe, while older consumers can appreciate its simple and literal meaning.
“It does what it says on the tin,” Gray asserts. “IT’S GIVING fibre. IT’S GIVING balance. IT’S GIVING a better option for everyday soft drinks.”
“This Business Has Given Me Purpose Again”
For Gray, this venture also holds personal significance as he reconnects with brand-building, relationships, and teamwork after his time with Boost.
“We all need purpose in our lives,” he shares. “Honestly, this has given that to me again. It’s Giving reconnects with colleagues I’ve worked with for years, opens new opportunities, and—importantly for retailers—offers strong margins.”
Despite his previous achievements, Gray approaches the future with caution.
“This is a competitive and rapidly evolving market,” he remarks. “However, I believe starting with the right intent, applying learned lessons, and addressing genuine everyday challenges can lead to creating something meaningful.”
“Functional drinks chapter two starts here.”
The Story So Far
IT’S GIVING officially launched on 30 March 2026 and is already making strides across major UK wholesalers, including Dhamecha, Bestway, Parfetts, United Wholesale Scotland (UWS), and JW Filshill, Musgrave; S&W; O’Reilly’s; C&N, Northern Confectioners, aiming for broad availability in convenience and independent retail outlets.
Just weeks post-launch, the brand received accolades at the UK Soft Drinks Awards 2026, being named a finalist in all three categories it entered:
- Best New Brand
- Best Functional Drink
- Best New Drink Concept
This recognition emerged less than two weeks after its introduction, placing the brand among well-established names in the sector.
“It’s still very early days,” says Gray, “but it’s incredibly encouraging to see the brand beginning to resonate in both trade and industry discussions.”
Key Takeaways
- IT’S GIVING aims to make functional drinks accessible to the mainstream market.
- Each can contains 6g of plant-based fibre while prioritizing taste and affordability.
- The brand emphasizes convenience and is designed for everyday consumption.
- IT’S GIVING is expected to expand its reach through various retail environments.
- The product aims to address the public’s growing interest in gut health.
- The brand name connects with both younger and older consumers meaningfully.
FAQ
What is IT’S GIVING?
IT’S GIVING is a functional soft drink brand that focuses on making wellness more accessible through everyday retail.
What ingredients are in IT’S GIVING?
Each can of IT’S GIVING contains 6g of plant-based fibre, aiming to improve gut health.
When was IT’S GIVING launched?
IT’S GIVING officially launched on 30 March 2026.
Where can I buy IT’S GIVING?
The brand is rolling out through major UK wholesalers and is anticipated to be available at various convenience and independent retail outlets.
What makes IT’S GIVING different from other drinks?
IT’S GIVING prioritizes taste and affordability while addressing everyday health concerns, making wellness mainstream.
