The client

Unrooted is one of the UK's fastest-growing functional drinks brands, built around baobab, the wild African superfruit that carries more fibre than oats. Founded in 2019, the brand has put baobab into every product it makes, from its original shots to dosing bottles and fibre sachets. That single-minded focus on one of the world's most nutrient-dense fruits is what gives Unrooted the authority to lead the fibre conversation rather than follow it. The approach is refreshingly no-nonsense: whole fruit, no added sugar, dairy free, nut free, and a real fibre hit that does the work without the fuss.

The challenge

Fibre has quietly become one of the most talked-about nutrients in food and drink, and few brands are better placed to own it than Unrooted. A ready-to-drink High Fibre Breakfast Smoothie was the natural next step: the same baobab authority, now in a grab-and-go format built for busy mornings, across three flavours.

But a new range is a real commitment. Before investing in production, packaging and a launch, the team wanted to be confident the concept would stand up. Was the idea genuinely appealing? Did the price feel right? Were these the flavours people actually wanted? And would the range land where shoppers expected to find it? They wanted proof, not a hunch.

The approach

Unrooted ran a Stickybeak New Concept Test with 204 UK consumers, all category buyers who regularly reach for smoothies, juices, cold-pressed drinks and functional shots. Building on its earlier fibre work with Stickybeak, the test went well beyond top-line appeal to interrogate the decisions that actually shape a launch: how appealing the concept was and how likely people were to buy it at the price the team had in mind, which of the three flavours pulled ahead, which claims and ingredients mattered most when choosing a smoothie like this, and how, how often and where people expected to buy and drink it.

The result

The concept landed strongly. Appeal was high, and a healthy majority said they would buy the range at the proposed price, giving Unrooted the confidence to move from idea to shelf.

One flavour pulled clearly ahead as the favourite, with the other two following behind. That gave the team a natural hero to lead with and confirmed the three-strong line-up was right.

The picture of how the range would sell was equally encouraging: most saw it as a regular habit rather than an occasional treat, fitting naturally into breakfast and busy mornings as well as an easy anytime snack.

Armed with that confidence, Unrooted brought its High Fibre Breakfast Smoothies to market across three flavours: Strawberry, Raspberry & Baobab, Peach, Ginger & Baobab, and Mango, Pineapple & Baobab. A natural, insight-led step up for a brand that has always let baobab, and its fibre, do the talking.