The Pura Beverage Company, an audacious global beverage innovator and disruptor headquartered in the UK, has secured a significant investment from a leading global investment firm. The injection of capital will grow the company’s international footprint and business, cementing its position as a brand capable of reshaping the global $1.4 trillion non-alcoholic beverage market.
According to the latest data from Grand View Research, the global non-alcoholic beverage market (excluding coffee, tea, and dairy-based drinks), was valued at approximately USD 1.46 trillion in 2023. This segment encompasses products such as carbonated soft drinks, bottled water, fruit juices, energy drinks, and functional beverages. It is projected to grow at a compound annual growth rate (CAGR) of 6.0% from 2024 to 2030, reaching an estimated value of USD 2.1 trillion by 2030.
PURA Beverages anticipated global health and wellness trends within this product category nearly a decade ago, well before sugar reduction became the standard. Since entering the market in 2017, the company has continued to disrupt traditional beverage categories across global markets by offering natural, low-sugar, and preservative-free drinks that genuinely taste good for consumers, ultimately pioneering the reinvention of classic soda.
“In the past 12 months in the US alone, sales of beverages with 100% natural cane sugar have grown by more than 50% to over US$600 million in revenue. Consumers are becoming disillusioned with zero sugar products that rely on synthetic sweeteners or sugar substitutes. They want the real thing, but less of it. Pura Beverages is here to deliver on that demand. We remain steadfast in our mission to create a movement around modern refreshment, by offering better-for-you drinks that break the tension between taste and refreshment,” said Greig Jansen, CEO of Pura.
A spokesperson for the global investment firm stated that they were very excited and bullish about this investment into the beverage space, with Pura Soda being described as a brand that would lead the next soda revolution. The investment falls within a USD 2 billion portfolio of assets, and forms part of a number of global positions. The firm has committed to supporting the business and brand to reach its full potential.
The investment will be leveraged to accelerate PURA Beverages’ market penetration, brand building and marketing across the globe, and will provide the funds required to increase and support product listings across major retailers predominantly in the USA, but also other international territories. The capital injection is supported by a Global Excellence in Beverage Innovation Award, which was issued to PURA Soda by the Global Brands Magazine, earlier this year.
“Securing this investment, and award, is more than a business milestone, it’s a powerful endorsement of our brand, product, and the global opportunity ahead,” adds Jansen. “We’ve built a brand with international appeal, rooted in product innovation and consumer insights, and timed perfectly with consumer demand. With this investment, we now have the ability to attract top talent and build a dream team that will continue to deliver on our growing ambitions.”
Beyond innovation, the PURA Beverage Company is also a proudly certified sustainable business. The brand remains focused on environmental sustainability, across its packaging and list of ingredients, reflecting its purposeful commitment to the responsible use of the planet’s scarce resources.
Today, PURA Soda is available on shelves at all leading retailers across Southern Africa and the USA, with products at select major retailers in the Middle East as well. The investment will be directed toward securing top-tier talent, strengthening local, as well as global distribution networks, expanding the product portfolio, and accelerating marketing initiatives.