Functional soda beverages are gaining popularity in this region as consumers seek beverages that are not just refreshing and trendy, but also functional with health or therapeutic benefits.
Cela brand, a product manufactured by Vietnam-based Goody Group, but distributed by Singapore-based Everyday Drinks Global (EDG), was slated to be launched in the US in March 2025, but the plan was postponed due to market uncertainties. Instead, Cela was launched in Vietnam during the same month and made its debut in Singapore during the FHA Food & Beverage 2025 exhibition.
Nan Goh, Director at Everyday Drinks Global said, “Cela is a functional drink that not only is good for you, but is delicious as well. Cela’s benefits includes Prebiotics, Fibres and 8% real brewed Kombucha; we also use only a fraction of the sugar (8g compared to 46g) and calories (54 compared to 170) compared to the traditional soda.”
Nan mentioned that Cela does not opt for the zero-sugar route as most of those beverages which made these claims use a lot of artificial sweeteners that leave an unnatural after taste. “Instead, we use real fruit juices in our products, resulting in a more natural taste.” In essence, Cela tastes just like regular soda but is a much healthier alternative.
EDG gains exclusive distribution rights for Cela in Singapore, Indonesia, Malaysia and Brunei. Presently, it has done only limited soft launch and is exploring collaboration opportunities for Cela in this region. Meanwhile, Cela is in the midst of online retail listing at Redmart with recommended selling price of S$2.90 (US$2.23) per 330ml can.
Cela is currently available in 4 variants namely Classic Cola, Lemon Lime, Tropical Orange and Grape Berry. On the front of packaging, it is clearly indicated that the soda drink is kombucha-infused and contains fibers that supports digestive health.
EDG also aims to penetrate into the HORECA segment as it envisions consumers having the opportunity to drink Cela at popular establishments like Wala Wala in Holland Village and The Skewer Bar in Geylang.
Nan is optimistic of the future potential of Cela. He added, “The world is getting better-informed of the benefits of pre- and pro-biotics for our gut health. While there is a rising demand for healthier, functional beverages like Kefir and Kombuchas, their fermented nature means it is troublesome to make at home and they generally taste tart and sour; Cela solves these undesirable issues by making it convenient and tasty to look after your gut health.”
Cela’s existing target consumers will be everyone who enjoy drinking soda beverages from children to adult who not only seek to enjoy the refreshing nature of soda but also to feel ‘guilt-free’ due to its health benefits.
