ALIVE

ALIVE is a functional soft drink brand developed by the Melbourne-based company Gen U Brands. The company produces a range of zero-sugar, low-calorie beverages that incorporate a patented synbiotic formula, which includes both prebiotics and probiotics. This formulation uses encapsulation technology to ensure that one billion live probiotics can survive the manufacturing process and effectively reach the gut.

The company was co-founded by Alli Bailey, who was inspired to create a new beverage category after observing the rapid growth of kombucha in supermarkets. Launched after nearly two years of development, the brand is manufactured in Melbourne. Australian tennis player Nick Kyrgios has an ownership stake in the company and is actively involved in its promotion, aiming to expand its distribution in Australia and internationally. His involvement began when he was introduced to the founder's vision, leading to a partnership.

ALIVE's business model focuses on the fast-moving consumer goods (FMCG) market, targeting health-conscious consumers looking for alternatives to traditional sugary soft drinks. The products are sold through major supermarket chains like Coles, as well as in convenience stores and other independent outlets across Australia. The brand offers a variety of flavors, including raspberry lemonade, lemon lime & bitters, and pink grapefruit.

Keywords: functional beverage, probiotic drink, prebiotic soda, zero sugar, low calorie, healthy soft drink, synbiotic, gut health, Australian beverage, FMCG, beverage innovation, natural ingredients, sports endorsement, Alli Bailey, Nick Kyrgios, Gen U Brands, alternative soda