The line between food and drink is becoming increasingly blurred as meal delivery companies look to capture a greater share of consumers’ daily nutrition routines.

Frive’s launch of its first functional drinks range is the latest example of how brands are evolving from meal providers into broader wellness platforms.

Developed in partnership with UK wellness juice specialist Press, the new range comprises four cold-pressed juices and two wellness shots, each formulated to target specific health outcomes including immunity, skin health and energy. Rather than simply offering an accompanying beverage, the range reflects a growing industry shift towards integrated nutrition ecosystems where meals, snacks and drinks work together to deliver personalised health benefits.

The timing is significant. Functional beverages continue to outperform many traditional soft drink categories, with Frive citing data showing the UK functional juice shot market has reached £100 million after achieving a compound annual growth rate of 47% over the past three years. Meanwhile, almost one in four consumers now actively seek functional health benefits when selecting drinks.

For manufacturers, the opportunity extends well beyond beverages. As consumers increasingly expect food products to contribute to specific health goals, functional positioning is becoming an important differentiator across multiple categories.

Frive’s own customer data highlights this changing mindset. More than half (50.3%) of customers now identify muscle building as a health objective, reinforcing continued demand for protein-rich products, while one in four orders now include gut health as a personal goal. Immunity, energy and skin health are also emerging as mainstream purchase drivers, suggesting consumers are becoming increasingly comfortable selecting products based on desired health outcomes rather than simply nutritional content.

The drinks themselves combine more than 500g of raw, cold-pressed fruit and vegetables with targeted vitamins and minerals. Products include Sweet Green for energy and immune support, Clean Carrot and Very Berry for skin health, Super Ginger for immunity, alongside Ginger & Turmeric and Collagen wellness shots.

According to Caryn McLaren, head of NPD at Frive, the launch reflects changing consumer expectations.

“Consumers aren’t just looking for healthy products anymore – they are looking for products with a purpose. Whether that’s boosting immunity, supporting skin health or maintaining everyday energy.”

Why it matters for manufacturers

Frive’s expansion illustrates a wider trend where brands are increasingly building complete nutrition portfolios that encourage multiple purchases throughout the day. Meal providers are becoming beverage brands, beverage companies are entering supplements, and retailers are creating wellness ecosystems centred on consumer health goals.

For ingredient suppliers, this creates growing demand for clinically supported vitamins, botanicals, collagen, probiotics and functional ingredients that can substantiate clear on-pack benefit claims.

For manufacturers, the bigger takeaway is that consumers increasingly expect products to combine ease of use with tangible health outcomes, meaning future innovation is likely to focus as much on functional efficacy as flavour, format or price.

As personalised nutrition continues to mature, the next competitive battleground may not be individual products, but the ability to offer consumers a complete, purpose-led daily nutrition journey.