Happy Inside

What Happy Inside does

Happy Inside Drinks Ltd is a privately-held UK consumer beverage company founded in 2021 by Charlie Knockton, a Ulcerative Colitis sufferer, and headquartered at 37 South Drive, Harrogate (Company No. 12678645). The company sells still (non-carbonated) functional drinks formulated around a proprietary "Happy Inside Prebiotic Blend" of plant fibre from Acacia trees, organic baobab, and vitamin C, delivering 2.5g of prebiotic fibre per 250ml can (3.3g in the 330ml format) alongside 50-66% of daily vitamin C. The product line comprises three flavour SKUs — Lemon Yuzu & Ginger, Pomegranate Lime & Mint, and Mango & Passion Fruit — sold in 12, 24, and 48-can packs, all vegan, gluten-free, under 65 calories per can, and free from added sugar, sweeteners, and artificial flavourings.

The core technical claim is that the Acacia-based prebiotic fibre ferments later in the colon than competing fibres, avoiding the bloating associated with carbonated and conventional prebiotic drinks. Real fruit juices (including yuzu juice rather than flavouring) are used as flavour bases. Products are positioned to feed Bifidobacterium and Lactobacillus gut bacteria, support the gut-brain and gut-skin axes, and provide anti-inflammatory and immune benefits through ginger, polyphenols, and vitamin C.

Happy Inside operates a product-led, direct-to-consumer model via a Shopify storefront, with a Subscribe & Save subscription offering 10% off recurring 14- or 28-day deliveries powered by ReCharge. Distribution is supplemented by UK retail listings at Waitrose and Partridges London, plus a dedicated trade/wholesale enquiry channel for UK and international expansion. Marketing is content-led via the "Gut Tips" blog, Facebook, Instagram, and founder-driven TikTok content, with a 10% discount incentive for newsletter capture. Customer segments are health-conscious adults, individuals with gut health conditions (IBS, IBD, Crohn's, Ulcerative Colitis), and vegan/gluten-free consumers. The company is founder-owned with no disclosed external funding rounds, institutional investors, or parent entity, and remains an early-stage, single-market UK brand.

Name

Happy Inside

Legal name

Happy Inside Drinks Ltd

Website

https://happyinsidedrinks.co.uk

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Happy Inside is a UK-based direct-to-consumer gut health beverage brand selling still prebiotic drinks (Acacia fibre + baobab) in three flavours via Shopify, subscriptions, and select UK retailers including Waitrose and Partridges London.

Ownership category

akta.pro rank

Product category

Functional Gut Health Beverages

NAICS

Soft Drink Manufacturing (312111)

SIC

Beverages (2080)

akta.pro primary industry

Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL)

akta.pro secondary industries

Probiotic/Prebiotic Functional Beverage Production (Non-Fermented) (AFAFAFAE), Probiotics & Digestive Health Supplements (CRADAGAF)

Keywords

• Prebiotic drinks
• Gut health beverages
• Functional beverages
• Fibre supplements
• Plant-based drinks

Headquarters

HQ city

Harrogate

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase of gut health drink packs in various sizes (12, 24, 48 cans) and formats (250ml, 330ml). Products sold through Shopify e-commerce platform.
2. Subscription Service: Recurring subscription model with 10% discount on regular deliveries. Customers can set delivery frequency (14 or 28 days) with ability to modify or cancel anytime. Powered by ReCharge payments platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Happy Inside is a UK-based gut health beverage company that produces and sells still (non-carbonated) prebiotic drinks formulated with a proprietary blend of plant fibre from Acacia trees and organic baobab, combined with vitamin C for immune support. The drinks are available in three flavours (Lemon Yuzu & Ginger, Pomegranate Lime & Mint, Mango & Passion Fruit) in 250ml and 330ml formats, sold as 12-packs and bulk bundles through direct-to-consumer e-commerce and select UK retailers.

Product overview

Happy Inside is a gut health beverage company specializing in still (non-carbonated) prebiotic drinks. The product line consists of three core flavors—Lemon Yuzu & Ginger, Pomegranate Lime & Mint, and Mango & Passion Fruit—available in 250ml and 330ml can formats. Products are sold individually (12-packs) and in bundles (24-pack Home Pack, 48-pack Gut Health Pack, and 12-pack Variety Pack). All drinks contain the company's proprietary Happy Inside prebiotic blend (plant fibre from Acacia and organic baobab) providing 2.5g-3.3g of prebiotic fibre per can, along with vitamin C for immune support. The drinks are positioned as non-carbonated alternatives to avoid bloating, and are marketed as gluten-free, vegan, and under 65 calories with no added sugar. The company sells direct-to-consumer via Shopify and also distributes through UK retailers including Waitrose and Partridges London.

Differentiator

Problem solved

Functional benefit

Products and services

• Lemon, Yuzu & Ginger (12 x 250ml)

Quantifiable outcome

• 2.5g prebiotic fibre per 250ml can (2x-strength vs standard)
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Carbon Neutral BritainminorStrategic or Co-development PartnerEnvironmental partnership where Happy Inside plants trees in partnership with Carbon Neutral Britain to offset carbon footprint. Part of the company's sustainability commitment.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Health-Ade Kombucha: US-based premium kombucha brand with DTC subscriptions and broad US retail distribution. Comparable as a content-led, gut-health focused functional beverage challenger brand with a similar premium positioning strategy.
• Bio-Kult: UK probiotics brand selling live-culture supplements and related gut-health products through DTC and pharmacy retail. Comparable in gut-health category authority, though primarily supplement rather than beverage format.
• Equinox Kombucha: UK-based premium kombucha brand sold through UK independent retail and DTC. Adjacent functional beverage with overlap in health-conscious consumer targeting and content-led marketing.
• Remedy Drinks: UK-based functional beverage brand (kombucha and switchel) sold in major UK grocers including Waitrose. Direct channel overlap and similar functional, clean-label positioning.

Direct peers

• Symprove: UK-based daily probiotic drink positioned for gut health and IBS/IBD sufferers. Direct competitor in the same category and customer segment, both selling science-led, still-format functional drinks through DTC and UK retail.
• Moju: UK-based functional gut-health shot brand with strong DTC and retail presence. Directly comparable in targeting the same gut-health consumer with a different format (shots vs canned still drinks).

Broad incumbents

• Activia (Danone): Danone's probiotic dairy drink brand, one of the largest functional gut-health beverage brands in UK grocery. Overlaps with Happy Inside on positioning (digestive wellness) but at much broader scale and with dairy base.
• Yakult: Global probiotic drink brand owned by Yakult Honsha. Competes for the same gut-health occasion at vastly larger scale, providing a benchmark incumbent that Happy Inside must differentiate against.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/happyinsidedrinks
• Instagraminstagram.com/happyinsidedrinks
• LinkedInlinkedin.com/company/happy-inside

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Happy Inside