How to sell next-gen functional drinks

So functional drinks are now a thing?
They certainly are. But if the thought of hulking slogan-emblazoned bottles gives you the ick, don’t worry – functional drinks have moved far past the simplistic, often protein-heavy, functional drinks of yore. The universal challenges posed by modern living, and the thirst for personalised nutrition to cater for individuals’ unique lifestyles and bodies, are fuelling a desire for drinks that seamlessly blend into shoppers’ lives – providing the balance and nutrients that can be hard to come by in these oh-so-busy days.

There’s distrust aplenty when it comes to health claims in 2026. How are fine food brands navigating this?
While there is undoubtedly a raft of consumers who are taken in by the – sometimes pretty wild – health claims made by food and drink brands, fine food shoppers tend to be more discerning than most. They are used to turning over packets to check ingredients labels (and know what to look out for) and are wise enough to not be convinced by inflated claims. The latest generation of functional drinks brands are treading a careful path between providing health-boosting, natural ingredients lists with provenance and not preaching to an audience who, while keen to learn more about this relatively new territory, are put off by holier than thou attitudes.

“We’ve made the clear decision to not market health claims,” says Victoria Connor of Inoumi. Instead, the brand is making a point of being a food product rather than a supplement, with its ingredients not only classified as foods but sourced within the UK and EU. “Everything we use is in its purest form, there are no extracts or added sugars, because we want our customers to be easily able to add the Inoumi range into their diets.”

Victoria recognises that people lead demanding lives, so creating a selection of wellness-upping products that are genuine food as opposed to pills or tinctures was key to their launch in September 2025.

Isn’t adding functionality to one’s diet a bit of a faff?
Mushroom-enhanced beer brand High & Dry also recognise the challenge of asking consumers to add another layer to their diets, so are offering a straight swap; if you’re going to drink a beer, why not make it beneficial to your health as well as delicious? The brand has partnered with Bristol Fungarium – a producer of 100% organic mushroom extracts – to create a low-alcohol beer which over time can boost clarity and energy.

“Shoppers these days want more bang for their buck and they’re being fed a lot of information about various new ingredients, so we’re offering them a simple solution: a delicious, gluten-free non-alcoholic beer which can help them optimise their budgets,” says Lou Church, founder.

Did you know?
Health boosts can come from unexpected places. Tracklements found recent research has proved that 10g of wholegrain mustard – or a heaped teaspoon – eaten every day, can help to achieve a healthy blood glucose and/or cholesterol level: 86% of participants in the study saw a significant drop in their blood glucose and/or cholesterol over a 12-week period.