Buoyed by the huge response to its non-alc range, Fizz Functional will be restocked and available at Hard Fizz’s online store in time for Easter with the new range to land in-store in July.
Hard Fizz released the two new zero per cent flavours, Dialled In and Glow, to test the market and the response exceeded all expectations. Both flavours from the Fizz Functional range sold out of its initial run of 300 cartons and 4800 cans in 12 hours.
“This is absolutely proof of concept,” Hard Fizz CEO Wade Tiller says. “We’ve been working on a non alc range for a while as we can see there’s a huge market for it but to sell out in 12 hours is unbelievable. If anything, it’s given us the impetus to push forward with the range; and of course, add that third flavour in Splash Tropical Crush.”
Fizz Functional is fronted by Hard Fizz owner ambassadors and hosts of the popular Darling, Shine! podcast, Chloe Fisher (330k Instagram followers) and Ellidy Pullin (227k followers). Thanks to the collective social media stretch of all of its owners, Fizz Functional reached 1.6 million followers during those 12 hours and achieved more than four million impressions.
The brand hopes the inclusion of ‘functional ingredients’ with ‘health benefits’ will help it stand out in the
increasingly competitive non-alc market: ‘Dialled In is a pink lemonade containing ginseng and guarana for focus and energy while the berry infused Glow contains marine collagen to strengthen hair, skin and nails,’ it says.
Tiller says, “The ‘good for you’ movement is essentially ‘not bad for you’ for the most part but Dialled
In, Glow and now Splash Tropical Crush have genuine and proven health benefits.”
The flavours contain zero sugar with Dialled In containing just 14 calories while Glow has seven and Splash Tropical Crush has nine.
“As we always say at Hard Fizz, we innovate with purpose and Fizz Functional is yet another example of that,” Tiller says.
Hard Fizz is taking preorders from stockists for a mass distribution later in the year.
