There’s a new challenger in the UK drinks scene and it’s bringing bold flavours, zero sugar and a completely different way to enjoy soft drinks. HOLY, the Berlin-born brand that has quietly built a cult following across Europe, has officially launched in the UK with a range of mix-at-home hydration, iced tea, energy and milkshake drinks designed for modern lifestyles.
Founded in 2020, the brand has already attracted over 2.5 million fans and sold more than 100 million drinks across Europe. Now HOLY is looking to disrupt the UK soft drinks market with a simple concept: full flavour, zero sugar and drinks you mix yourself with water.
Instead of traditional cans and bottles, HOLY uses powder sachets or tubs that dissolve in water, giving drinkers more flexibility over flavour intensity while reducing packaging and transport waste. The result is a new generation of soft drinks that are low in calories, easy to store and designed to fit around busy lifestyles, whether that’s at the gym, travelling or simply upgrading your daily water intake.
Why HOLY Is Different
HOLY’s biggest innovation isn’t just flavour it’s the format. By using powder instead of ready-to-drink liquids, the brand reduces the need to transport heavy bottles and cans, helping cut packaging waste and transport emissions. The drinks are also designed to give users more control over how they drink, allowing them to adjust flavour strength simply by changing how much water they add. As co-founder Philipp Nass explains:
“Soft drinks should be fun, not something you feel weird about drinking. We wanted to create bold flavour, zero sugar, and a format that actually fits modern life.” With 79 flavours available across the range, the brand is positioning itself as a flexible, flavour-driven alternative to traditional sodas. Here’s a closer look at the four key products launching in the UK.
HOLY Hydration
Price: £12.49 (10 sachets) | £39.99 (50 servings tub)
HOLY Hydration is designed to make drinking water far less boring. The electrolyte drink powder is packed with minerals, electrolytes, real coconut water and natural flavourings, creating a refreshing drink that supports hydration without relying on sugar. The formula is caffeine-free, making it suitable for workouts, recovery or simply staying hydrated throughout the day. Just add water, shake, and you’ve got a flavour-packed hydration drink ready in seconds. For anyone tired of plain water or overly sugary sports drinks, it offers a lighter and more flexible alternative.
HOLY Iced Tea
Price: £12.49 (10 sachets) | £39.99 (50 servings tub)
HOLY’s take on iced tea delivers the refreshing taste of classic iced tea without the sugar overload. Made using real tea extracts including green tea, black tea and hibiscus, the drinks are blended with botanical ingredients and fibre for a naturally refreshing flavour. Expect vibrant flavour combinations such as Peach, Watermelon, and Raspberry x Vanilla, all designed to deliver a sweet, refreshing taste without added sugar. For fans of iced tea looking for a healthier, lower-calorie alternative, it’s a modern update on the classic summer drink.
HOLY Energy
Price: £12.49 (10 sachets) | £39.99 (50 servings tub)
Energy drinks remain one of the fastest-growing categories in the drinks market, but many rely on heavy sugar content and aggressive caffeine hits. HOLY Energy takes a different approach. The formula uses micro-encapsulated natural caffeine, which releases energy more gradually, helping deliver focus and alertness without the sharp crash that traditional energy drinks can cause. It also includes green tea extract and essential vitamins for an added boost. Designed for busy days, workouts or long study sessions, it offers a cleaner and smoother energy experience compared with conventional canned energy drinks.
HOLY Milkshake
Price: £12.49 (10 sachets) | £39.99 (50 servings tub)
For those with a sweet tooth, HOLY Milkshake brings indulgent dessert flavours into a lighter, sugar-free format. The creamy drink powders are designed to be mixed with water or milk to create smooth milkshakes without the heaviness of traditional versions. Flavours include nostalgic favourites such as Caramel, Strawberry and Hazelnut, delivering dessert-style taste while remaining low in sugar and packed with vitamins.
Where to Buy HOLY in the UK
The full HOLY range including Hydration, Energy, Iced Tea and Milkshake is now available from online here
For anyone looking to upgrade their hydration, energy drinks or soft drink habits, HOLY offers a bold new approach: mix, shake and drink your way.
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