Estonian influencer Keili Sükijainen launches Estonia's first functional lemonade brand Filly

Estonian social media personality Keili Sükijainen has revealed her long-teased secret project: Filly, Estonia's first functional lemonade developed and produced domestically. The launch followed weeks of cryptic hints, mysterious locked suitcases sent to content creators, and a dedicated Instagram account that kept followers guessing.

Estonian influencer and content creator Keili Sükijainen has finally unveiled the project she has been carefully building in secret — Filly, a functional lemonade brand that is being marketed as Estonia's first of its kind, developed and produced entirely within the country.

Over the past week, Sükijainen kept her social media following in suspense with a carefully orchestrated teaser campaign. Content creators received mysterious locked suitcases, cryptic clues were scattered across platforms, and a separate Instagram account was created — all pointing toward a major product announcement that sparked lively speculation online.

The reveal confirmed what many had suspected: Sükijainen had been working on a long-held personal ambition to bring a homegrown functional beverage to the Estonian market. Filly is positioned not just as a soft drink, but as a health-conscious alternative with functional ingredients — a growing segment in global beverage markets.

The project represents a notable step for Estonian influencer culture, where public figures are increasingly moving beyond brand partnerships to launch their own products. Sükijainen described the launch as the fulfilment of a longtime dream, making Filly both a business venture and a personal milestone.