Happi targets hydration and digestion demand

Belvoir Farm is moving into the fast‑growing functional drinks space with Happi, a two‑strong canned range designed to meet rising consumer demand for hydration and digestive support.

The launch positions the brand directly in the centre of a category now worth over £36bn annually, where 67% of consumers prefer functional soft drinks over supplements.

Belvoir’s entry is driven by a clear market gap: functional drinks often sacrifice taste for nutrition, while traditional soft drinks deliver flavour but little wellbeing benefit. Happi is built to remove that compromise. The range uses real fruit juices, no sweeteners, and no artificial flavourings, while layering in targeted functional ingredients to support everyday wellbeing.

The still Ginger, Lemon & Turmeric variant focuses on digestion, combining fibre, live cultures, calcium, magnesium, and vitamin C. The sparkling Blueberry & Lemon option targets hydration with electrolytes from Himalayan pink salt, plus a mineral blend supporting electrolyte balance, muscle function and reduced fatigue.

Belvoir expects Happi to broaden its relevance with younger, wellness‑driven consumers. With 73% of UK consumers believing hydration supports mental performance, and 67% of under‑35s seeking hydration‑boosting ingredients in carbonates, the brand sees a clear opportunity to bring a more natural, premium, credible offer into the segment.

Managing director Peverel Manners says the ambition is to deliver “both great taste and genuine wellbeing support” while staying true to Belvoir’s quality‑led values. The range launches at an RRP of £1.75, with distribution across Amazon UK, TikTok Shop and key wholesalers.