Asahi Beverages’ Vibe launches functional soda range
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Beverage brand Vibe has launched a functional beverage soda range in three flavours.
The company says it undertook consumer market research to ensure the drink meets evolving consumer needs.
Parent company Asahi Lifestyle Beverages’ GM for marketing, Lauren Fildes, said: “When choosing an alternative to soft drink, people want great taste first, then something that’s low in sugar and has a range of functional benefits to choose from.”
Flavours in the range include – Lemonade Gut – which contains prebiotics for gut microbiota. Lemon Orange Immunity – formulated with beta-glucan to help support immune health and Raspberry Focus – which has caffeine to improve concentration and alertness.
The range retails for $9.50 and comes in 330 ml cans, available across Woolworths stores nationally.
Questions & Answers
Q.What flavours are included in Vibe's new functional soda range?
What flavours are included in Vibe's new functional soda range?
The new range features Lemonade Gut, which includes prebiotics; Lemon Orange Immunity, formulated with beta-glucan; and Raspberry Focus, containing caffeine to aid concentration and alertness.
Q.What was the primary driver for consumers choosing an alternative to traditional soft drinks, according to Vibe's market research?
What was the primary driver for consumers choosing an alternative to traditional soft drinks, according to Vibe's market research?
Consumer market research revealed that great taste is the top priority, followed by a low-sugar content and the availability of various functional benefits when selecting an alternative to soft drinks.
Q.Where can consumers purchase Vibe's new functional soda range?
Where can consumers purchase Vibe's new functional soda range?
The functional soda range is currently available for purchase across all Woolworths stores nationally. Each 330 ml can retails for a price of $9.50.