British rapper Aitch has launched a fizzy water brand called Syps. The Syps range comprises strawberry, peach and lemon & lime flavoured fizzy waters. The zero-sugar, zero-calorie range of drinks (rsp: £1.50/330ml) will launch in 1,200 Iceland and The Food Warehouse stores this week. Aitch – real name Harrison Armstrong – said he was inspired to launch Syps after struggling to drink more water and overcome a “fizzy drink addiction”. Frustrated with “the lack of credible alternatives” in the market, he enlisted a British flavour house to develop Syps – a range of drinks that had “all the flavour standard and fizz sensation of a fizzy drink but none of the sugary downside”. “I needed to drink more water but was addicted to fizzy drinks,” 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?” To mark Syps’ retail debut. Armstrong is to launch a “Fizzy Drink Free” challenge in February, nominating two celebrity peers to quit carbonated drinks for a month. These peers would in turn nominate two others to do the same, helping to “build a social movement towards healthier hydration”, according to the rapper.
