About Us : XO brand story

Why we made XO

Soda lost the plot.

Somewhere along the way, it went from being the best part of your day to something you felt guilty about — or worse, something that tasted like guilt itself. Watery. Fake-sweet. Forgettable.

We didn’t think that was good enough. So we started over.

What’s in the can

XO is a fizzy soda with 6g of plant-based fibre, real fruit ingredients, zero artificial anything, and the kind of bold, full flavour that makes you do a little double-take on the first sip.

The fibre comes from three different plant sources: tapioca dextrin, Jerusalem artichoke, and acacia gum.

Low sugar. Low calorie. Vegan. Gluten-free. No compromise on taste.

Sound like you? Good.

You’re the kind of person who wants to enjoy what you drink without overthinking it. Who’s bored of choosing between something that tastes great and something that feels more considered. Who thinks a can of soda should be something to look forward to, not something to feel complicated about.

That’s exactly who we made this for.

Over 100,000 people across the UK and Europe have made XO their go-to. A community of people who’ve swapped their old soda habit for something lighter, brighter, and full of flavour.

Find us everywhere

We launched in May 2023 with a single belief: that better soda was possible. Since then, we’ve grown across the UK and Europe — in stores, online, and right here on our website.

We’re a small team. We care about every can. And we’re just getting started.

Come sip with us. XO