Water kefir is one of the newest categories to hit UK retail and FIX8 are leading the charge so super excited to sit down with Freya and find out how the team pulling it off.

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Tell us about FIX8 and what makes it a challenger brand.

"FIX8 is a gut health drinks brand I founded after I lived in Shanghai and became obsessed with fermentation and gut health back in 2014.

We started with kombucha when it was still niche in the UK, and have since expanded into water kefir and prebiotic soda with our sister brand, Fibe. FIX8 challenges the idea that you have to compromise when choosing something better for you. Too often soft drinks fall into two camps: either unhealthy and delicious, or lacking flavour and boring. Everything we create is naturally fermented, low in sugar, and free from artificial sweeteners, but still totally delicious to drink. We're not trying to be worthy or medicinal but we're trying to make healthier drinks feel like a treat. That tension between health and pleasure is exactly where we're disrupting the category."

You've just launched water kefir into a market where most shoppers associate kefir with dairy. What is it, and why does it belong in the soft drinks aisle?

"Water kefir actually originates from Mexico where tibicos cultures derived from the cactus plant are used to ferment a sugary fruit water into a delicious probiotic drink. Dairy kefir comes from Eastern Europe and is traditionally made by fermenting milk. Like dairy kefir and also kombucha, water kefir is a naturally fermented drink full of probiotics. But importantly, it tastes completely different to both. Kombucha being fermented tea has a stronger taste that is also driven by acetic acid bacteria, which gives it a sharper vinegary edge. Water kefir's taste and health benefits are led by a different type of bacteria, lactic acid, creating a much softer flavour. It's more delicate, slightly creamy, but without any dairy. It belongs firmly in the soft drinks aisle, and tastes simply like a refreshing, fruity sparkling soft drink. But you get the added benefit of probiotic live cultures in your drink for better gut health."

Dairy kefir has had a real moment in UK retail. How much of that momentum carries over?

"Dairy kefir has played a huge role in educating the UK consumer on gut health and took a product that initially seemed quite niche into the mainstream. Brands like Biotiful and Bio&Me have also played a huge role in growing dairy kefir to be associated with gut health. That awareness is crucial for us as we look to grow kefir beyond dairy. It's clear that consumers are actively looking for products that support their gut beyond just the breakfast occasion. Dairy kefir tends to sit in a more functional, breakfast-led space, whereas water kefir opens entirely new occasions in soft drinks. It's lighter, dairy-free, and much more aligned to a fizzy drink ritual. Something you can grab on the go, have mid-afternoon, or swap in for that diet coke habit."

You've built FIX8, launched Fibe, and now water kefir. How do you know when a new category is worth pursuing, and how do you manage being a brand that plays across multiple soft drink categories?

"For me, it starts with being really clear on brand roles. FIX8 and Fibe are deliberately separate brands. FIX8 is our more premium brand rooted in fermentation and we're constantly exploring that world, from kombucha to water kefir and beyond. It's such an exciting space and I'm brimming with new product ideas. But not every idea can become a product, and there must be a clear benefit, a strong rationale, and crucially a defined occasion. Fibe, on the other hand, sits in the classic carbs and prebiotic soda space. It's a different proposition, consumer need, and taste. When it comes to pursuing a new category, we look heavily at the data and then consider what role we can play. I always prioritise taste in everything we do with both FIX8 and Fibe, and ensure there's a clearly defined role for it to fit into someone's everyday shopping habits. If the answer isn't clear, we don't pursue it. It's easy to get distracted with new ideas but focus is everything."

What's your advice for anyone trying to build and scale in a new category, and what have been your biggest learnings along the way?

"Patience is everything, and it's something I'm not very good at but have had to learn. Categories truly aren't built overnight, and real innovation takes time to cement into shoppers' awareness and habits. When I started FIX8, kombucha was still very niche in the UK, and now it's available in every supermarket meal deal. That shift only happens through consistency, trust, and showing up repeatedly. With a lot of patience."

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