Poppi has been named the official soft drink partner for Love Island UK Series 13, as the PepsiCo-backed soda brand looks to build momentum with younger UK shoppers.

The partnership will see Poppi stocked in the Love Island villa throughout the new series, with Islanders offered a rotation of flavours including Strawberry Lemon, Raspberry Rose and Wild Berry.

The brand will also feature across in-show moments, behind-the-scenes content, social media activity, giveaways and a planned season finale watch party.

It comes after Poppi launched in the UK earlier this year, marking its first market outside the US. The brand is being positioned in the growing “modern soda” segment, with a low-sugar, high-fibre range designed to appeal to Gen Z and young millennial shoppers.

Poppi’s UK range includes Strawberry Lemon, Raspberry Rose, Wild Berry, Orange and Lemon Lime.

Natalia Fillipociants, SVP and general manager Europe International Beverages at PepsiCo, said: “This summer, Poppi will be woven into the heart of villa life, fuelling firepit chats, sun-soaked afternoons, and every iconic ‘I’ve got a text’ moment.

“Designed to connect with a new generation of culturally plugged-in consumers, the partnership blends Poppi’s bright, expressive personality with the unapologetic fun, fashion and social currency of Love Island.”

The partnership highlights the increasing importance of entertainment-led marketing in grocery, as soft drinks brands look to build relevance beyond the fixture and tap into social-first viewing habits.

Love Island Series 13 is set to launch on Monday 1 June at 9pm on ITV2 and ITVX.

Poppi said fans can expect further activity across its social channels throughout the season, while its US-only Punch Pop flavour is not currently available in the UK.