XOXO Soda

About XOXO Soda

XOXO Soda, operating under MF Food & Beverage Ltd., is a UK-based beverage company positioning itself as a key disruptor in the functional soft drinks market. Founded in October 2022 by Rory Paterson and Nick Janssen, the company has demonstrated rapid growth by focusing on a health-conscious consumer base that has been underserved by legacy soda brands. The business has secured significant investment, including a notable £4 million round in April 2025 from firms like Lever VC and Slingshot Ventures, and backing from JamJar, the investment fund started by the founders of Innocent Drinks. This capital is aimed at expanding the team, increasing brand awareness, and scaling distribution.

The company's core business revolves around the production and sale of prebiotic sodas that are plant-based, low in sugar and calories, and high in fiber. Each 330ml can contains 6-8g of prebiotic plant fiber—derived from sources like tapioca dextrin and Jerusalem artichoke—designed to support gut health by nourishing beneficial gut bacteria. The product line features a variety of bold flavors, including Watermelon, Orange, Ginger & Lemon, Red Berries, and Tropical. This positions XOXO at the intersection of taste and wellness, appealing to a younger demographic seeking healthier alternatives to traditional sugary soft drinks.

XOXO Soda employs a B2B and B2C retail business model, generating revenue through the sale of its canned beverages. The company has achieved a significant retail footprint in a short period, with distribution across thousands of stores in the UK and Europe. Key retail partners include major players like Co-op, Whole Foods, Planet Organic, and the REWE group in Germany. This rapid expansion into mainstream retail, including securing a spot in Co-op's meal deal, underscores the strong consumer uptake and high repeat purchase rates. The company has also had to adapt to market challenges, relaunching in the EU as "Xo Soda" following a trademark dispute.