Fizzy water brand Syps, which was founded by British rapper Aitch, is set to make its retail debut in Iceland.
The range, which includes flavours such as strawberry, peach, and lemon and lime, is set to launch exclusively in over 1,200 Iceland and The Food Warehouse stores from 3 February.
The 330ml drinks, which are zero-sugar and zero-calorie, were launched after Aitch realised that he was “addicted” to fizzy drinks and wanted to drink more water, but found a “lack of credible alternatives” in the market.
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The rapper, who’s real name is Harrison Armstrong, said: “Water just wasn’t hitting the spot in the same way. So, I thought why not make the best fizzy flavoured water in the world?”
Iceland Foods and The Food Warehouse group buying director Andrew Staniland said: “We’re excited that Syps is now available in our stores and can’t wait for our customers and fans of Aitch to get their hands on this hydrating, zero-sugar, zero-calorie drink for the very first time.”
It comes as other celebrity-founded drinks brands have launched in UK retailers in the past few months.
In December, basketball icon LeBron James’ tequila brand Lobos 1707 Tequila & Mezcal launched in the UK in Selfridges and earlier this month, Tesco became the first UK supermarket to stock model and media personality Kendall Jenner’s premium 818 Tequila brand.
