Asahi Beverages’ latest launch, VIBE soda, is a functional low sugar beverage range, with its three flavours providing different functional benefits.
Asahi said the VIBE team undertook consumer and market research to create a functional drink that met the evolving needs of Australian consumers.
VIBE Lemonade Gut contains prebiotics promoting positive change in gut microbiota; VIBE Lemon Orange Immunity is formulated with beta-glucan for immune health, and VIBE Raspberry Focus contains caffeine from coffee beans for concentration and alertness.
Asahi Lifestyle Beverages general manager marketing, Lauren Fildes, said that when choosing an alternative to soft drink, consumers wanted taste low sugar and functional benefits.
“Through the research, we found there were too few offers available that tasted great and had the added delivery of functional benefits. That’s why VIBE was born,” said Fildes.
Now available across the country in Woolworths Supermarkets, VIBE is available with an RRP of $9.50 for 4 x 330ml.
