The Frive drinks are a series of functional beverages created to help consumers tap into health-focused lifestyles in a convenient way that doesn't require extensive preparation. The drinks were developed through a partnership with juice brand Press in the UK and consists of four cold-pressed juices along with two wellness shots that each take aim at a specific health outcome.
Each drink features 500-grams of raw, cold-pressed fruit and vegetables including Sweet Green, Clean Carrot, Very Berry and Super Ginger alongside the Collagen and Ginger & Turmeric wellness shots. The products will thus help with energy, immunity, skin health, gut health and more, depending on the formulation.
Head of NPD Caryn McLaren commented on the Frive drinks saying, "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.”
Key Themes Behind This Trend
- Purpose-driven Beverages
- Functional drinks tied to specific outcomes such as immunity, energy, and skin health create room for brands to differentiate through targeted wellness benefits.
- Cold-pressed Convenience
- Ready-to-drink cold-pressed formats are reshaping healthy consumption by reducing preparation barriers for time-pressed consumers.
- Wellness Shot Expansion
- Concentrated shots featuring ingredients like collagen, ginger, and turmeric signal growing potential for compact, benefit-led nutrition formats.
Where This Applies
- Functional Beverages
- The category is evolving beyond general health positioning as consumers seek drinks formulated around clearly defined lifestyle needs.
- Health and Wellness
- Personalized nutrition demands are opening space for products that connect everyday routines with measurable wellbeing goals.
- Food Retail
- Retailers can benefit from curated functional drink ranges that blend premium ingredients, convenience, and purpose-led merchandising.
