Infuse Your Life Health Products was founded last year with its first product line, G-Cubed, a 100ml bottle containing “heart healthy' ingredients of ginger, ginseng, and black garlic.
“We wanted to take that formula and put it in with sparkling water to create a ready to use and lower-price point consumable product,” Clinton Richter, VP at Infuse Your Life Health Products VP, told BeverageDaily.
Soul will be available in a ginger peach flavor to begin with in 355ml (12-ounce) cans and slightly sweetened with stevia.
Functional heart health claims
The company received Health Canada approval for Soul to make a variety of health claims such as “boosts cardiovascular and cell health” and “promotes and stabilizes healthy cholesterol, blood sugar, and blood levels.”
“The main reason we started the company is we were looking at statistics …and realized that cardiovascular disease is the No. 1 killer in North America,” said Richter.
In the US, about one in every fourth deaths can be attributed to heart disease, according to the CDC (Centers for Disease Control and Prevention).
“We want to directly contribute to the solution through healthy beverage options and we believe we have done that with Soul,” the company said.
Functional sparkling water
Where G-Cubed is considered a dietary supplement, Soul is positioned firmly as a functional beverage, according Richter.
“We want Soul sold everywhere that soda beverages are sold… that there’s a major market shift in the soda beverage industry and we do believe the market will be shifting towards more functional, healthier beverages,” he said.
“We want to be the alternative to people who want to have something a little bit better with something that has no sugar content.”
The company is seeking FDA approval and plans to outsource its production and logistics needs to Minnesota-based BevSource.
“It’s a heck of a lot easier to set up the facility in the US [than export from Canada],” Richter said.
“Our goal is to be in every grocery store, every convenience store. We want our product to be sold in your Gold’s Gyms and your CrossFits, etc.”