XOXO Soda makes its Sainsbury’s debut with a meal deal twist

There’s a new name sliding into the nation’s lunchtime rotation, and it comes wrapped in bright, bold cans with a promise your gut will thank you for. XOXO Soda, the prebiotic soft drink brand that has been quietly rewriting the rules of refreshment since 2023, has just landed a nationwide listing with Sainsbury’s. From this month, its Watermelon and Tropical flavours will be stacked front-and-centre in 450 stores across the UK, available as part of the supermarket’s coveted meal deal.

It’s not just another shelf placement. This move makes XOXO the first prebiotic-only soda brand to claim a spot in a major grocer’s meal deal line-up – a coup that signals just how fast the brand is cutting through. The partnership follows its earlier breakthrough with Co-op and shows there’s appetite not just for full-flavour soft drinks, but for drinks that offer something extra.

The appeal? XOXO has always been about taste first, health credentials second – but crucially, never at the expense of either. Each 330ml can is packed with six grams of plant-based prebiotic fibre, designed to keep your gut happy while serving the kind of bold, juicy flavours that wouldn’t look out of place on a cocktail list.

Take the Watermelon soda: sweet, unapologetically bold, and practically engineered for main character energy. Or the Tropical – a fizzy island escape that tastes like mango and citrus caught in a daydream. These aren’t the polite, watered-down alternatives that usually haunt the low-sugar aisle; they’re full-on flavour bombs that also happen to be low in sugar, low in calories, and built for the Instagram grid.

For Rory Paterson, XOXO’s co-founder and chief executive, the Sainsbury’s launch is a milestone. “We started XOXO to shake up a category that had gone flat. Soda should taste amazing, look great and make you feel good too,” he says. “Landing a major UK grocery listing with Sainsbury’s, and becoming the first prebiotic-only soda in the meal deal – is a huge moment for us, and for the category.”

Founded just two years ago, XOXO has already become the largest prebiotic soda brand in Europe. Its aesthetic – bold blocks of colour, playful copy, cans designed to be photographed – has helped it carve out a distinct cultural identity. But it’s the combination of taste and function that’s driving momentum. In a market where consumers are increasingly conscious of sugar, calories and gut health, XOXO has managed to make the sensible choice feel like the fun one.

From 8 September, shoppers can find XOXO Watermelon and Tropical in 450 Sainsbury’s stores nationwide, priced at £2 per 330ml can, or as part of the £3.95 meal deal. Expect to see them wedged between your wrap and your crisps, ready to turn a quick lunch into a mini mood boost.

Because sometimes, the best pick-me-up is the soda that loves you back.