FHIRST Living Soda

The brand describes its drinks as living sodas, meaning each can contains active probiotic cultures that remain viable until consumed. FHIRST achieves this through micro-encapsulation, a process that coats the live cultures in a protective layer so they stay active and shelf-stable for up to 365 days without refrigeration. Each can contains 2 billion cultures of the probiotic Lactobacillus Rhamnosus and 5 grams of prebiotic fibre sourced from corn fibre and chicory root inulin, alongside zinc citrate, magnesium glycinate, coconut water, pink sea salt, and botanicals. The sodas are sweetened with natural stevia leaves and contain no added sugars or artificial sweeteners.

FHIRST was created to fill a gap in the market for a functional soda that prioritises both taste and health. The brand positions its drinks as supporting the gut-brain axis, the relationship between the digestive system and the brain. One of its drinks has picked up awards.

Steven Van Middelem, whose background is in the drinks industry, launched FHIRST as his first venture outside that sector. Pip Brook serves as co-founder and head of brand in the UK. FHIRST is available in the UK and Ireland.

The brand runs a PlanetFhirst initiative, pledging 1% of annual turnover to biodiversity and green infrastructure projects in partnership with SUGi, funding biodiverse native forests.