Sip, Scale & Disrupt
The functional beverage industry is experiencing explosive growth, transforming the way consumers think about hydration, energy, and wellness. Once a niche segment, functional drinks have evolved into a multi-billion-dollar market, with innovation at the heart of its expansion. As brands push boundaries with bold formulations and disruptive branding, leadership in this space has never been more critical.
The Evolution of Functional Beverages
Consumers today demand more from their drinks—beyond taste, they seek benefits for gut health, energy, relaxation, and immunity. This shift has fueled the rise of brands offering everything from CBD-infused beverages to adaptogenic sodas and protein-enhanced waters. In a category projected to reach $279 billion by 2030, companies that marry science with strong branding are thriving.
In 2025, functional drinks are not just about hydration — they are an extension of a holistic lifestyle that prioritises wellness, energy, and beauty. As Vogue Business puts it, “Consumers have embraced what we call ‘functional feasting’,” with products that cater to more than just taste, offering benefits like improved gut health, enhanced focus, or glowing skin. Brands like Fibe Prebiotic Soda and Liquid Death are leading this trend, while collagen-based drinks, like Hailey Bieber’s Erewhon smoothie, are further pushing the boundaries of how food and drink contribute to personal wellness and beauty.
Categories Driving Growth
- Energy & Focus: Natural caffeine sources, nootropics, and plant-based stimulants power a new wave of clean energy drinks.
- Gut Health: Prebiotic sodas and kombuchas, like Fix8 Kombucha and Fibe Prebiotic Soda, cater to growing demand for digestive health solutions.
- CBD & Relaxation: TRIP, the UK’s fastest-growing soft drinks brand, has leveraged the surge in CBD wellness, with a 522% YoY increase in 2022.
- Protein & Recovery: RTD protein shakes and electrolyte-enhanced waters support fitness-focused consumers.
- Hydration & Lifestyle: Disruptive water brands, such as Liquid Death, challenge conventional bottled water marketing with edgy branding and sustainability messaging.
Brands Disrupting the Market
These drinks are designed to serve specific health benefits, from improving digestion to enhancing energy levels. Among the many options available, Liquid Death, Fibe Prebiotic Soda, and Magna each bring something unique to the table, catering to different consumer needs.
Fibe Prebiotic Soda – The Gen Z Favourite with Gut-Health Benefits
With gut health becoming a top priority for many consumers, Fibe Prebiotic Soda has quickly captured the attention of Gen Z. This fizzy drink offers more than just a refreshing taste — it’s packed with prebiotics, which help nourish the good bacteria in the gut, promoting healthy digestion. At just under 30 calories per serving, it’s an ideal choice for those looking for a low-calorie drink that doesn’t compromise on flavour or functionality. Available in a variety of trendy flavours, Fibe is as much about supporting wellness as it is about enjoying a vibrant, bubbly beverage.
Fibe’s success reflects the growing consumer interest in gut-health products that fit into a fast-paced lifestyle, with an emphasis on clean ingredients and health-conscious choices. It’s a perfect blend of modern wellness and convenience, making it the go-to drink for a younger, health-savvy crowd.
Magna – A Magnesium-Based Drinkable Supplement from a Fashion Industry Innovator
For those in search of a supplement that goes beyond the usual, Magna offers a magnesium-based drinkable supplement that has quickly made its mark, particularly within the fashion industry. Developed by innovators in the fashion space, Magna delivers a high-quality dose of magnesium, a mineral that plays a critical role in muscle function, relaxation, and overall well-being.
Magna’s design is sleek, and its formula is designed to be both functional and stylish, offering a convenient way to support daily wellness without compromising on taste or aesthetics. It’s particularly ideal for individuals looking to boost their magnesium levels while also enjoying a refreshing, easy-to-consume beverage. Whether you’re dealing with stress, muscle cramps, or just need to improve your overall energy, Magna offers a sophisticated solution that’s as trendy as it is beneficial.
Liquid Death – The Bold New Wave of Hydration
Of course, no functional drink discussion would be complete without mentioning Liquid Death. This brand has taken the beverage market by storm with its bold branding and commitment to providing mountain spring water in a can. Liquid Death’s primary appeal lies in its minimalist approach to hydration — offering pure, clean water with a touch of edgy marketing. While it may not come with the added health benefits of gut health or magnesium, Liquid Death’s appeal lies in its environmental mission to reduce plastic waste by offering a fully recyclable aluminium can.
Liquid Death first launched in the UK in 2023, quickly gaining traction before ultimately exiting the market. Despite this, the brand has made waves globally, recently securing an investment round valuing it at $1.4 billion. Unlike traditional bottled waters that focus on purity and hydration, Liquid Death has built a cult following with rebellious branding and viral marketing.
Brad Avery, senior reporter for BevNET, explains:
“The fact that it’s just water … is the key to Liquid Death’s success so far. When you look at branding in the bottled water category, so much of it has revolved around themes like the purity of the water, superior levels of hydration, etc. Liquid Death took off in part because it was a subversion of all the tropes of bottled water marketing that we’re familiar with.”
Founder Mike Cessario adds:
“We’re creating a healthy beverage that works in party occasions where you otherwise don’t have many healthy options.”
By tapping into alternative culture and humour, Liquid Death has proven that branding can be as powerful as product innovation.
Collagen Beauty Drinks: The Secret to Glowing Skin
The beauty drink trend has seen an exciting rise with collagen-infused beverages taking the spotlight. A prime example is Hailey Bieber’s “Strawberry Glaze Skin Smoothie” from Erewhon Market. This celebrity-approved smoothie, packed with collagen, sea moss, and hyaluronic acid, promises to give your skin a dewy, plump glow, making it a must-try for wellness and beauty enthusiasts alike. While Erewhon is a US-based brand, it serves as a perfect example of the growing trend of beauty drinks that enhance skin health from within.
Alongside Erewhon, UK brands like Skinade, Absolute Collagen, and Kollo Health are also making waves in the collagen drinks space, offering products that not only support skin health but also benefit hair, nails, joints, and overall wellness.
The Leadership Imperative in Functional Beverages
As competition intensifies, the brands that win will be those led by visionary executives who can combine scientific expertise, consumer insight, and commercial strategy. What makes a standout leader in functional beverages?
Key Leadership Traits for Success
- Consumer-Centric Thinking – Understanding shifts in health, wellness, and sustainability trends.
- Agility & Innovation – Launching pioneering products that challenge industry norms.
- Omnichannel Growth Strategies – Scaling brands through DTC, retail, and digital channels.
- Regulatory Expertise – Navigating compliance and ingredient claims in an evolving legal landscape.
- Brand Storytelling & Community Building – Crafting a compelling brand identity that resonates beyond the product.
Building the Right Leadership Team
With Consumer Exec’s deep-rooted expertise in food, beverage, and wellness recruitment, we partner with brands to find leaders who can drive the next stage of growth. Whether you need a CMO to create a disruptive brand identity, a CEO to lead international expansion, or a Head of Innovation to develop the next category-defining product, we connect high-growth businesses with exceptional talent.
The future of functional beverages will be shaped by those who can sip, scale, and disrupt—is your leadership team ready?
Contact Consumer Exec today to find the talent to fuel your brand’s success.