FHIRST: Entrepreneur Pioneers the 'Living Sodas' Category with Probiotic and Prebiotic Infused Beverages

A lifelong entrepreneur has developed a brand of living sodas, offering a variety of sodas infused with live probiotics and prebiotics, with the aim of creating a new category in the market.

Steven Van Middelem, the founder and CEO of D-drinks, a global distribution company specialising in drinks and snacks, has unveiled "FHIRST," the result of two years of research and development.

FHIRST Living Sodas are canned beverages that combine 2 billion micro-encapsulated active cultures of the probiotic Lactobacillus Rhamnosus with 5g of prebiotics sourced from corn fibre and chicory root inulin. These drinks also contain zinc, which supports immune and cognitive health.

The sugar-free lineup consists of three fruity flavors: Cherry Vanilla, Passion Fruit, and Ginger Mandarin.

Van Middelem, who has established various food and beverage brands distributed through D-drinks, based in Belgium, the Netherlands, and Luxembourg, highlights that FHIRST is his first venture outside the D-drinks brand.

Emphasizing gut health and transparency, Van Middelem states that they will conduct studies to explore how these beverages contribute to immune and cognitive health markers.

He explains that developing the product took considerable time due to the challenges associated with stabilising the active ingredients. To ensure the promised quantity of active cultures throughout the 12-month shelf life, each can is enriched with approximately 2.7 billion active cultures.

"We conducted multiple tests and received feedback from experienced individuals and scientists in the field of development and chemistry. Through this, we discovered that chicory root fiber can convert to sugar within the product. To address this, we use a combination of prebiotic ingredients, incorporating corn fibre as a stabiliser," Van Middelem explains.

Apart from conducting randomised controlled trials (RCTs) on the health benefits of these sodas, they will continue testing the products every three months to ensure there are no changes in the quantity of probiotics, prebiotics, or sugars.

"For us, it is crucial to have studies that prove to consumers what they are consuming. Our aim is not only to create a category of living drinks but also to lead the way in this category," Van Middelem emphasises.

Regarding the commercial opportunity, Van Middelem notes, "The global pandemic has prompted us all to reconsider our immunity. Since 70% of our immune system is located in the gut, gut health has been linked to the well-being of other organs, including the heart and brain. As a result, there is a significant demand for probiotic and prebiotic products."

Despite having many connections in the Netherlands, the brand has chosen to launch first in the UK.

"In general, health trends tend to originate in the US before spreading to the UK and then across mainland Europe. That is why we have decided to focus on the UK market initially, where consumers already understand the benefits of probiotics and prebiotics," Van Middelem explains.

However, the company has also secured distribution agreements with leading partners in Benelux and the Nordic countries.

Furthermore, the business is committed to supporting the environmental microbiome through its PlanetFhirst campaign. It has pledged 1% of its turnover to biodiversity and green infrastructure projects in partnership with the rewilding project SUgi.

PARTNERSHIP WITH NATURAL BRANDS

We are delighted to collaborate with FHIRST as their partners in the UK. For more details, please visit our webpage or don't hesitate to contact us to request samples. We are eagerly anticipating the opportunity to introduce you to the innovative flavours of FHIRST!