While functional beverages have proliferated across ready-to-drink products, powders, tablets, tinctures and shots, Roxii Supercube is taking the category into an unlikely corner of the store. The brand’s frozen functional ice cubes are designed to help consumers personalize nutrition by occasion
The brand positions the product as a “functional ice cube” rather than a beverage or supplement, using fruit juice, prebiotic fiber and other functional ingredients to deliver benefits such as hydration, immunity, relaxation and beauty support
“Consumers increasingly want wellness to fit naturally into their lives. They do not necessarily want another pill, powder packet, or large ready-to-drink beverage. We saw an opportunity to take something people already do, put ice in a glass and turn it into a simple daily wellness ritual,” said Pete Speranza, Roxii’s CEO and co-founder
He added: “The real consumer need is not simply anotherand intuitive way to use them.”
The fruit juice-forward ice cubes contain fewer than 5 calories each and deliver 6 grams of prebiotic fiber from acacia fiber and chicory root fiber, depending on the variety. The 3.1-ounce cubes are sweetened with ste
The lineup includes Hydration (Garden Mint + Cucumber + Lime), made with acacia fiber, chicory root fiber, electrolytes and magnesium; Immunity (Lemon + Ginger + Honey), featuring ginger juice, honey, zinc and black pepper extract; Chill (Tart Cherry + Vanilla), formulated with tart cherry juice concentrate, magnesium citrate and L-theanine; and Glow (Raspberry Lemonade), which contains acacia fiber, hydrolyzed collagen, vitamin C and vitamin A palmitate
Speranza said consumers want to personalize benefits based on the time of day, how they feel and what they are doing, positioning Roxii “at the intersection of hydration, personalization, convenience and lifestyle wellness.”
Unlike refrigerated and shelf-stable functional beverages, the frozen format offers consumers flexibility over beverage base, water level and usage occasion while creating a more engaging experience, Speranza said
We are not trying to take share from frozen fruit; we are helping create a new frozen wellness destination
Pete Speranza, CEO & co-founder, Roxii Supercube
“Frozen gives us several strategic advantages. First, it turns wellness into an experience. Consumers can see the cube, drop it into a glass and watch it transform their drink. That is more engaging than swallowing a tablet or opening another powder packet,” he said
The company also sees opportunities in a retail section that has seen relatively little functional beverage innovation outside of smoothie cubes
“Frozen is one of the least developed areas of functional wellness. Refrigerated and ambient beverage aisles are extremely crowded, while the frozen aisle still has substantial room for innovation. We are not trying to take share from frozen fruit; we are helping create a new frozen wellness destination,” Speranza said
Roxii’s positioning has also created an education challenge in the frozen section. Consumers do not typically expect to find functional beverages in the frozen section, making packaging, merchandising, demonstrations and clear messaging critical to trial
“Because we are creating a new format, education has absolutely been one of our biggest opportunities,” he said. “Our job is to quickly answer three questions: What is it? What does it do? How do I use it?”
The company has leaned heavily into experiential marketing to build awareness. From January through May 2026, Roxii generated more than 20,000 consumer touchpoints, conducted 200 in-store demonstrations, sold more than 1,500 units through those demonstrations, drove more than 2,500 promotional units and generated approximately 750,000 social views, Speranza said
While repeat-purchase data is still developing, Speranza said consumers are increasingly incorporating the cubes into daily routines, helping move the product beyond novelty
Interest has been strongest in Roxii’s Hydration offering, which Speranza said serves as an accessible entry point for consumers familiar with electrolytes and magnesium. Other brands like Greater Than, an RTD hydration beverage brand catered to women, also identified hydration as a wellness white space that goes beyond sports nutrition
Speranza said Roxii’s partnership with Sprouts Farmers Markets nationwide was a natural fit because its shoppers actively seek innovative wellness products and because the retailer understands that innovation often emerges before category definitions are established
The partnership also reinforced an important lesson about retail growth
“Distribution alone does not build a brand. We have to surround the retailer with demonstrations, digital media, creators, events, retail media and promotional support,” Speranza said
As the company expands, Speranza pointed out three key lessons around merchandising and distribution. First, location and presentation matter because a functional product can be overlooked if shoppers perceive it as just another frozen fruit item. Second, frozen products require a coordinated demand-generation strategy that includes digital shelf accuracy, retailer search terms, e-commerce visibility, shelf tags, secondary displays and employee awareness. Third, frozen distribution is more expensive and operationally complex than many shelf-stable products, adding another strategic component to expansion and strong velocity.
While brands like Evive and Pitaya Foods offer frozen functional products in the form of smoothie or superfood cubes, Speranza believes frozen wellness can become a standalone category
“Consumers are already looking for functional benefits throughout the store, but frozen has not historically been organized around wellness in the same way as beverages, snacks or supplements. We believe frozen can become a delivery platform for hydration, relaxation, beauty-from-within, energy, protein, recovery and other benefits,” he said
