A Edinburgh-based prebiotics business has achieved a strong increase in sales after securing a major nationwide distribution deal with Asda. Supported by Business Gateway, Scotland’s national business advisory service, the business has seen its product, ió fibrewater, reach new heights.

The Prebiotic Company is the brainchild of three friends, Alyssa Reid, Mohsin Laginaf and Jay Curthan, who had all experienced gut issues and turned their health around with prebiotics.

Prebiotics are a special type of fibre which is scientifically proven to feed friendly bacteria. With over 4,000 studies on prebiotics, they are the cornerstone to gut health and overall wellbeing.

Recognising that 91% of people aren’t getting enough of the lifesaving superfood, fibre, in their diets, the trio conducted extensive research and launched ió fibrewater – the UK’s first prebiotic fibre-infused water that’s backed by science, in May 2022.

Armed with an idea for their product, the trio made use of Business Gateway’s Planning To Start tool to help test out its business potential, and were then connected with a dedicated business adviser, who provided one-to-one support.

Business Gateway Clackmannanshire also signposted the trio to Interface, which connects businesses with leading academic expertise. This allowed Alyssa, Mohsin and Jay to work with world-class academics from Glasgow Caledonian University that proved ió fibrewater feeds friendly bacteria (probiotics), making it the only bottled water brand in the world that is scientifically proven for this health benefit.

Through Business Gateway, Alyssa, Mohsin and Jay also benefitted from Scottish Enterprise support, which helped with their plans to expand internationally. The trio also received digital support, including a design grant that helped improve their product design and digital presence.

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 was the start of the company’s national and international recognition. They have gone on to win a prestigious Scottish EDGE award, and several other international awards for innovation.

In March, ió fibrewater launched its Strawberry and Lemon & Lime flavours in 33 Asda stores across Scotland in the Food to Go section. Since their Asda launch, The Prebiotic Company has experienced a significant sales surge, reflecting the growing consumer interest in health-focused products. The success is evidenced by Asda’s ongoing expansion of the product’s availability, now approaching 50 stores.

ió fibrewater recently launched 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 on their website.

The team are celebrating their success with Asda and hope for a UK-wide listing and growth with more national retailers, 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.”

To find out more about how Business Gateway can help your business, visit https://bgateway.com.