Phizz

What Phizz does

Phizz is a privately held, UK-based consumer health company (Phizz Ltd, London) that develops and sells science-led effervescent tablets positioning hydration as the foundation of daily wellness. Founded in 2015 and incorporated in 2017 by Daniel Cray alongside co-founders Jon, Rory, and Paul, Phizz commercializes a hypotonic 3-in-1 formulation combining electrolytes and a multi-vitamin complex, marketed as hydrating three times faster than water alone through a sodium-glucose co-transporter mechanism. The current product portfolio comprises three core SKUs — Daily 3-in-1 (hydration, 7 electrolytes, 18 nutrients), Daily Energy (75mg caffeine plus guarana, 16 nutrients), and Daily Immune+ (vitamins D, C, B6, A, E, iron, zinc, selenium) — supplemented by digital gift cards.

The technology stack is formulation- rather than software-centric: science-led product development is led by Dr. Paul Anastasiades (neuroscientist and Senior Lecturer at University of Bristol Medical School, previously a researcher at Oxford, NYU, and Imperial College London). Operations are lean (1–10 employees) and the commercial model is a hybrid direct-to-consumer / multi-channel retail play. DTC revenue runs through the phizz.co Shopify storefront with subscription pricing via the ReCharge platform (15% loyalty discount, flexible delivery cadence), while wholesale and retail sales span Boots, Tesco, Sainsbury's, Morrisons, Asda, Waitrose, Ocado, Co-op, John Bell & Croyden, Amazon UK, and Irish distributors. Enterprise brand-building deals include Emirates (onboard amenity) and Gymshark (event hydration partner), and a CleanHub plastic-neutral partnership (active since July 2023; 70,000kg recovered by the time of writing) underpins sustainability positioning. Customer evidence includes 4,000+ five-star D2C reviews and testimonial coverage from a TV presenter, a nutritionist, an ultra runner, and a pilot.

Revenue mechanics combine transactional product sales, a recurring subscription engine (ReCharge-powered), and wholesale distribution, with average per-tube pricing of £7.99–£9.49. Serviceable geographies are the United Kingdom, Ireland, and the UAE (via Emirates); there is no claim of broader global distribution. Pricing is held constant across SKUs at point of sale, with subscription and free-shipping thresholds used as conversion levers rather than tiered SaaS-style packaging.

Name

Phizz

Legal name

Phizz Ltd

Website

https://phizz.co

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Phizz is a UK-based consumer health company selling science-led effervescent tablets that combine electrolytes, vitamins, and fast hydration via a hypotonic formula, distributed DTC, through major UK and Irish retailers, and via brand partnerships including Emirates and Gymshark.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Soft Drink Manufacturing (312111)

SIC

Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro primary industry

Sports Drinks & Hydration Beverages (CRADAHAK)

akta.pro secondary industry

Functional Hydration & Electrolyte Water Production (AFAFAFAH)

Keywords

• Effervescent hydration tablets
• Multivitamin supplements
• Electrolyte replacement
• Sports hydration products
• Wellness supplements

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Product Sales: Phizz generates revenue through direct sales of effervescent tablet products (Daily 3-in-1, Daily Energy, Daily Immune+) via its e-commerce platform and retail partners. One-time purchase and subscription options are available.
2. Subscription Model: Phizz offers a Subscribe & Save program providing 15% off on every subscription order, with free shipping on orders over £15. Subscribers can choose delivery every 1, 2, 3, or 6 months. This creates recurring revenue through the ReCharge platform.
3. Wholesale Distribution: Phizz supplies products to retailers including Boots, Tesco, Sainsbury's, Morrisons, Asda, Waitrose, Ocado, and pharmacy chains across the UK and Ireland, generating revenue through bulk wholesale orders.

Pricing tiers

Go-to-market motion2 records

Distribution channels9 records

Marketing channels6 records

Core offering

Phizz manufactures and sells science-led effervescent tablets that combine hydration, electrolytes, and vitamins in a single dose. The flagship Daily 3-in-1 product delivers hydration plus a multivitamin in one tablet, complemented by specialized variants for energy and immune support. Products are sold direct-to-consumer and through retail/wholesale channels.

Product overview

Phizz is a science-led hydration company offering effervescent tablet products in three main variants. The core portfolio consists of Daily 3-in-1 (hydration + electrolytes + 18 vitamins), Daily Energy (hydration + caffeine + electrolytes + 16 vitamins), and Daily Immune+ (hydration + immune-supporting nutrients). All products are hypotonic formulas designed to hydrate 3x faster than water alone. The company also offers gift cards. Products are sold directly through the Phizz website and through major UK retail partners including Boots, Tesco, Sainsbury's, Morrisons, Waitrose, ASDA, Ocado, and Amazon.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 3x faster hydration compared to water alone
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• CleanHubcoreStrategic or Co-development Partner · 1 July 2023Since July 2023, Phizz has partnered with CleanHub to recover plastic waste. For each Phizz tube sold, the same weight in plastic waste is collected, recycled, and prevented from entering oceans. The partnership has recovered 70,000kg of plastic waste (equivalent to 3.5M plastic bottles) with a goal of 100,000kg by end of 2025. Collection hubs operate in India, Indonesia, and Cambodia.
• EmiratesflagshipChannel Partner/ Reseller/ DistributorPhizz is provided as an onboard amenity for Emirates flights, making it available to airline passengers as a hydration solution during travel.
• GymsharkcoreGTM or Marketing PartnerPhizz serves as the hydration partner for Gymshark events, providing hydration support to fitness enthusiasts at Gymshark-organized events and activities.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Elete Electrolytes: Elete sells concentrated electrolyte add-ins (liquid drops and tablet form) for hydration and performance. Comparable electrolyte-forward hydration positioning to Phizz's 7-electrolyte claim.
• Liquid IV: Liquid IV is a leading functional hydration brand using a sugar-based Cellular Transport Technology (CTT) for faster absorption. Comparable value proposition to Phizz's hypotonic 3x faster hydration claim, with broader US distribution and major retail partnerships.
• Nuun Hydration: Nuun sells dissolvable electrolyte tablets for hydration, sports, and immunity — directly comparable to Phizz's effervescent 3-in-1 format. Both target active, health-conscious consumers through DTC and retail channels.
• Cure Hydration: Cure is a plant-based electrolyte hydration brand offering stick packs and powders. Comparable functional hydration positioning and DTC/retail distribution approach to Phizz.
• High5: High5 makes sports nutrition including hydration and electrolyte tablets and effervescent products, sold through UK sports retail and endurance events. Directly comparable hydration tablet offering to Phizz.
• Science in Sport (SiS): SiS produces hydration, energy, and recovery products including effervescent and tablet formats, with strong presence in UK sports retail and endurance events. Overlaps with Phizz on electrolyte and hydration use cases for athletes.
• Dioralyte: Dioralyte (Sanofi) sells oral rehydration solution effervescent and sachets for dehydration, sold primarily in UK pharmacies and grocery. Comparable format (dissolvable tablets) and overlapping hydration/rehydration use cases to Phizz.
• O.R.S. Hydration Tablets: O.R.S. produces dissolvable oral rehydration salt tablets sold in UK pharmacies and grocery. Comparable format (dissolvable tablet) and rehydration use case to Phizz.

Broad incumbents

• Centrum (Haleon): Centrum is a leading mass-market multivitamin brand sold globally through grocery and pharmacy. Competes with Phizz for daily multivitamin occasions but in traditional pill/tablet format rather than effervescent.
• Lucozade Sport: Lucozade Sport (Suntory) is the dominant UK sports hydration drink brand with extensive grocery, convenience, and impulse distribution. Competes for the same hydration occasions but through RTD beverages rather than effervescent tablets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• Facebookfacebook.com/PhizzUK
• Instagraminstagram.com/phizz
• TikToktiktok.com/@phizzuk
• Xx.com/phizz
• LinkedInlinkedin.com/company/phizz-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Phizz