Fyx is claiming a category first with the launch of its ‘collagen water’ drinks line.
Two variants – Beauty and Body – each containing 2500mg marine collagen rolled into Holland & Barrett this week, following an initial trial period in the retailer last autumn (rsp: £2.29/400ml).
Beauty is infused with lemon & lime, moringa tea, aloe vera and lemon balm.
Body, meanwhile, is flavoured with raspberries, acai berries, white tea and aloe vera.
The NPD was developed based on the insight that collagen “can be expensive, inconvenient, and can taste unpleasant”, said Fyx.
The drinks were pre-mixed “so you don’t have to deal with measuring cups, blenders or clean-ups anymore”, the brand added.
Fyx founder Theresa Williams invested over 10 years of research and development to design the range, and enlisted the help of co-founder Andy Mass to launch the brand globally.
Williams said: “I wanted our range of products to use only premium, natural and healthy ingredients.”
The launch into Holland & Barrett would help consumers “get the most out of the collagen your body needs”, she added.
Holland & Barrett assistant category manager for drinks Matt Fox said: “We’ve seen increasing demand from customers over the last 12 months for food & drink products with added benefits, and the collagen market is set to quadruple to $7.6bn globally.”
It’s the latest launch in a steady stream of NPD from suppliers hoping to tap the functional drinks market.
Fentimans, for instance, rolled out a trio of vitamin-enriched drinks that tout added benefits in February.
Last year, microalgae challenger brand Ful debuted its trio of “nutritionally dense” blue soft drinks and Actiph launched a vitamin-packed functional drinks brand called Acti-Vit.
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