Plenish targets UK fibre gap
Plenish is directly addressing a significant nutritional gap in the UK by launching its new Fibre Shots, a functional solution designed for the 96% of the British population who fail to meet the recommended daily fibre intake of 30g.
As the UK’s leading brand for single shots, Plenish continues to outpace the wider market with a growth rate of 53%, driven by a consumer shift toward products that target specific health needs.
The new Fibre Shot, which features a refreshing blend of cold-pressed ginger, lime, and mint, provides 5g of fibre per 60ml serving, representing 16% of the daily recommended intake. This innovation aligns with emerging consumer trends like fibre-maxxing while offering a controlled dose to help shoppers avoid the digestive discomfort, such as bloating and gas, that can occur when fibre is increased too rapidly.
Alongside the fibre launch, the brand has introduced the Ultra Turmeric Shot, a supercharged and extra potent blend containing 29g of cold-pressed turmeric.
This formulation is designed to deliver a more intense nutritional hit, providing 100% of the recommended daily B12 intake and 15% of the daily iron intake in every dose. Both new products have been integrated into Plenish’s Dosing Bottle format to encourage daily wellness routines, while the Ultra Turmeric variant is also available in a 60ml single format for on-the-go consumption.
Russell Goldman, managing director of breakthrough brands at Carlsberg Britvic, noted that Plenish is uniquely positioned to drive category growth by responding to real-world consumer challenges with effective, convenient products.
He emphasised that while the Fibre Shot helps consumers meet difficult nutritional goals, the Ultra Turmeric Shot caters to those seeking a powerful hit of minerals and vitamins to support recovery and everyday health. Both products are rolling out nationwide through Sainsbury’s and the brand’s own website starting 22nd April 2026.
