UK drinks giant AG Barr has acquired a strategic stake in Innate-Essence, a fast-growing functional beverage manufacturing business co-founded by former Wales international footballer Thomas Hal Robson-Kanu.

The deal marks a significant endorsement of the functional drinks sector, which focuses on beverages with health-boosting properties, a segment often seen as niche or hard to scale in traditional retail environments.

Robson-Kanu, who remains CEO of the company, announced the news on LinkedIn, saying: “They said it was too fresh. Too functional. Too hard to scale. Now one of the UK’s biggest drinks companies just backed it.”

Innate-Essence, best known for its consumer-facing brands The Turmeric Co. and Raw Hydrate, has built a loyal following by focusing on natural, nutrient-rich drinks that support recovery, immunity, and overall well-being. Robson-Kanu claims over 15,000 customers have reported life-changing results from using the company’s products.

“Functional drinks weren’t built to chase short-term profit. They were built to solve real problems,” Robson-Kanu wrote. “And now, the industry is starting to realise just how powerful that can be.”

The investment by AG Barr, maker of Irn-Bru, Rubicon, and a growing portfolio of health-conscious brands, underscores a broader shift in the UK beverage market toward wellness-focused products. The company has made a string of acquisitions and partnerships in recent years to expand beyond traditional soft drinks.

No financial terms of the deal have been disclosed, but the partnership is expected to help Innate-Essence scale production, distribution, and brand reach across the UK and potentially internationally.

Robson-Kanu revealed he will remain at the helm of Innate-Essence: “Of course, I’ll still be leading from the front as CEO… and more fired up than EVER!”

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