# Rapper-Approved Sparkling Drinks SYPS Fizzy Water is Arriving Exclusively at Iceland in the UK By Michael Hemsworth | Published 2024-01-30 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/syps-fizzy-water References: [foodbev](https://www.foodbev.com/news/new-line-of-sugar-and-calorie-free-fizzy-water-launches-into-iceland/) & [drinksyps](https://drinksyps.com)  SYPS fizzy water is a new line of refreshments by British rapper Aitch formulated with flavor and hydration in mind to help consumers satisfy cravings in a healthier way. The drinks are formulated with [no sugar or calories](https://www.trendhunter.com/trends/unsweetened-soft-drinks) in the mix, but prioritize a high-quality flavor with [ample effervescence](https://www.trendhunter.com/trends/fizzy-refreshers) to boot. The [sparkling waters](https://www.trendhunter.com/trends/hint-sparkling-water) come in three flavors including Lemon + Lime, Strawberry and Peach, which are each priced at £1.50 per can and making their debut at Iceland locations in the UK. Harrison 'Aitch' Armstrong spoke on the inspiration for starting SYPS fizzy water saying, "I started SYPS because I needed to drink more water but was addicted to fizzy drinks. Water just wasn’t hitting the spot in the same way. So, I thought why not make the best fizzy flavoured water in the world and here it is: zero sugar, zero calories, maximum flavour and loads of fizz. I’m really excited to be sharing this with everyone and hope it helps us all stay hydrated.” ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 76% | Activity: 86% | Freshness: 21% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Flavored Fizzy Water:** The rise of SYPS fizzy water highlights the increasing demand for flavored carbonated water that offers a healthier alternative to sugary drinks. - **Celebrity-endorsed Beverages:** The collaboration between rapper Aitch and SYPS fizzy water demonstrates the growing trend of celebrities launching their own beverage brands to cater to consumer preferences. - **Hydration Innovation:** SYPS fizzy water taps into the demand for innovative hydration solutions that combine great taste, zero sugar, and zero calories. ### Where This Applies - **Beverage Industry:** The introduction of SYPS fizzy water showcases the potential for beverage companies to capitalize on the rising popularity of flavored carbonated water in the market. - **Celebrity-branded Products:** The success of Aitch's SYPS fizzy water highlights the opportunity for businesses to collaborate with celebrities and leverage their influence to promote and sell branded products. - **Healthy Snacks and Drinks:** SYPS fizzy water's emphasis on zero sugar and zero calories presents a disruptive opportunity for the healthy snacks and drinks industry to offer innovative alternatives to traditional sugary beverages. ## Related on Trend Hunter - [Super Natural Sparkling Drinks](https://www.trendhunter.com/trends/yew.md) - [Vitamin-Enhanced Sparkling Water Flavors](https://www.trendhunter.com/trends/new-sodastream-flavors.md) - [Effervescent Pressed Fruit Refreshments](https://www.trendhunter.com/trends/cawston-press-sparkling-water.md) - [Bold Sugar-Free Water Refreshments](https://www.trendhunter.com/trends/radnor-splash.md) - [Concentrated Customizable Drink Mixes](https://www.trendhunter.com/trends/new-water-enhancers.md) - [Flavor-Enhanced Spring Waters](https://www.trendhunter.com/trends/flavoured-still-water.md) - [Flavor-Rich Still Spring Waters](https://www.trendhunter.com/trends/highland-spring-flavours.md) - [Unsweetened Soft Drinks](https://www.trendhunter.com/trends/unsweetened-soft-drinks.md) - [Effervescent Warm Weather Refreshments](https://www.trendhunter.com/trends/fizzy-refreshers.md)