Herbal rush

A new breed of soft drink is making its debut in the functional drinks sector. Firefly is designed to provide a new solution for health-conscious consumers who want an energy drink that will keep them feeling on form without any added sugar or artificial stimulants.

According to its creators - Marcus Waley-Cohen and Harry Briggs - Firefly is the product of commissioned research into ancient Western and Chinese herbal knowledge. Each variety is made of a specific blend of herbs which most closely addresses the desired effect on the consumer. They are then blended with carefully balanced fruit juice bases.

"We couldn't find a drink that made us feel great during the day. The choices were either too chemical-laden or didn't really do the trick,"​ commented Waley-Cohen and Briggs. "We feel sure that in our health and fitness focused times, Firefly will provide a much-needed natural choice in our chosen market sector."​

Firefly is available in four different formulations according to the boost people need. The four varieties are each packaged in a 330ml glass bottle include: Wake -Up - 'a wake up call to kick start the system into action'; No Siesta - 'a gentle boost to revive flagging spirits after lunch'; Sharpen Up - 'something to cut through the fog and sharpen the mind'; and Chill Out - 'a calming mix to chill you out when it all gets a little bit too much'.

Retailing at between £1.49 and £1.99 Firefly has already been snapped up in an exclusive deal with Harvey Nichols for the month of August. Other stockists are also reportedly quickly showing interest, with those already confirmed said to include the Villandry, Felicitous, Colette (France), Fresh and Wild and Kemptons of Kensington.