A new functional, non-alcoholic seltzer, fronted by the hosts of the Darling Shine podcast, Chloe Fisher and Ellidy Pullin, has created a frenzy by selling out in just twelve hours after its release earlier this month.
The new product by Hard Fizz offers two non-alcoholic and zero sugar flavours with functional ingredients. The first, Dialled In, is a pink lemonade containing ginseng and guarana for focus and energy, while the second is a berry-infused Glow containing marine collagen to strengthen hair, skin, and nails.
The company was expecting the product to be popular, but the interest in their new Fizz Functional certainly came as a surprise, with Hard Fizz now rushing to fill more orders by April. They are even expanding the range with a third zero percent flavour – Splash Tropical Crush, a hydrating sparkling water with electrolytes.
Altogether, the brand sold 300 cartons and 4,800 cans in the 12-hour buying frenzy, reporting a total social media reach of 1.6 million in that time and more than four million impressions.
Pullin says she can’t get enough of the beverage. “I’ve replaced my morning coffee with a Dialled In,” she laughs. “The functional ingredients do give you a perk and help kickstart your day, but it also tastes great, so you actually want to drink it – not like a supplement or shake you have to force down sometimes.”
The brand hopes the inclusion of functional ingredients will help it stand out in the already busy zero percent market. “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,” Hard Fizz CEO Wade Tiller says.
