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Scottish Prebiotic Drink Startup Sees Sales Surge with Asda Deal

11/07/2024

Edinburgh-based The Prebiotic Company has experienced a significant boost in sales after securing a major nationwide distribution deal with Asda for their product, ió fibrewater.

This success comes with support from Business Gateway, Scotland’s national business advisory service.

The company was founded by three friends, Alyssa Reid, Mohsin Laginaf, and Jay Curthan, who all had personal experiences with gut health issues and found relief through prebiotics

Recognising that 91% of people don’t get enough fiber in their diets, they conducted extensive research and launched ió fibrewater in May 2022, making it the UK’s first prebiotic fiber-infused water backed by scientific evidence.

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Business Gateway Support

The founders utilised Business Gateway’s Planning To Start tool to evaluate their business potential and were connected with a dedicated business adviser for one-on-one support.

Business Gateway Clackmannanshire also directed them to Interface, which links businesses with academic expertise

This connection allowed the team to collaborate with Glasgow Caledonian University, proving that ió fibrewater effectively feeds friendly bacteria, making it the only bottled water brand globally with this scientifically proven health benefit.

Through Business Gateway, the company also received support from Scottish Enterprise, aiding their international expansion plans.

Additionally, they benefited from digital support, including a design grant that enhanced their product design and online presence.

Industry Recognition

The Prebiotic Company’s innovative approach has garnered recognition within the industry.

They have been shortlisted for the Knowledge Exchange ‘Innovation of the Year’ award and the StartUp Awards for Scotland in the drinks category.

The team also won a Scottish Edge Wildcard award for Innovation and the Scotland regional The Pitch Awards.

Asda has agreed to stock two of ió fibrewater’s products across 33 of its stores in Scotland as part of its Food to Go offering

This distribution deal marks a significant milestone for the company and demonstrates the growing consumer interest in gut health and high-fiber products.

Jay Curthan, Alyssa Reid, Mohsin Laginaf, The Prebiotic Company

Alyssa Reid, one of the co-founders, said: “ió fibrewater is where innovation meets a gut health revolution. This trailblazing water is crystal-clear and has the look, taste, and feel of water with a splash of natural fruit flavour.

“Every bottle delivers 100% of the recommended daily prebiotic intake and 20% of an adult’s daily fibre needs, offering a deliciously easy solution for incorporating both fibre, prebiotics and hydration into daily diets.”

Winning the World Best Drink Innovation Award marked the beginning of The Prebiotic Company’s national and international acclaim.

Following this achievement, the company secured the prestigious Scottish EDGE award and several other international accolades for innovation.

In March, ió firewater introduced its Strawberry and Lemon & Lime flavours in 33 Asda stores across Scotland, featured in the Food to Go section.

This launch led to a significant surge in sales, reflecting the growing consumer interest in health-focused products.

The success of ió fibrewater is further evidenced by Asda’s ongoing expansion of the product’s availability, which is now approaching 50 stores.

Additional Partnerships and Availability

Additionally, ió fibrewater has recently partnered with Parsley Box, a Scottish-based company that delivers meals to over 100,000 people across the UK.

The product is also available on Amazon and the company’s website. The team celebrates their success with Asda and is optimistic about securing a UK-wide listing.

They aim to expand further with more national retailers and in the food service and hospitality sectors.


Alyssa said: “We knew from our own experience and our research that there is a rising trend in health-conscious consumers, particularly those interested in prebiotics and probiotics.

“We just needed the practical support to help us on our business journey.”


Mandy Campbell, Business Gateway Adviser, said: “We’re incredibly proud to have supported The Prebiotic Company in achieving their milestone with ASDA as well as their numerous awards.

“Their strong sales are a testament to their hard work and innovation. We look forward to their continued success.”

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