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It’s easy to get caught up in the news and activities of the industry’s global giants, but what about the smaller firms pushing boundaries with bold ideas? In this instalment of Start-up of the Month – which celebrates lesser-known companies and their innovations – we speak to Emma Thackray, co-founder of Hip Hop, a soft drinks brand that supports gut health and natural wellbeing. With prebiotic beverages on the rise, we ask Thackray how Hip Hop plans to stand out from the crowd.

Could you tell us about Hip Pop and the reason for its inception?

Hip Pop is proper good pop. Lightly sparkling, naturally refreshing and made for people who want the real deal, not artificial alternatives. It started on a Cheshire farm in the UK, with one mission: make better soft drinks without compromising on taste.

Kenny Goodman (co-founder of Hip Hop) and I were fed up with fake, syrupy drinks filling shelves and decided to shake things up. Every can is crafted with real fruit, live cultures and nothing artificial. No shortcuts. No fakery. 'Get Real' is more than a slogan, it is a mindset.

How does it feel to be recognised as the 'Best Carbonated Drink' at a prestigious event like the UK Soft Drinks Conference?

It feels incredible. We were up against global giants like Pepsi and Fentimans, so to win Best Overall Carbonated Drink as an independent brand is massive.

This wasn’t a 'better for you' category, it was the main event. It validates everything we’ve been building, from early days selling in markets with makeshift branding to now. It shows that people are craving real ingredients, real benefits and proper flavour. This win proves we are not just part of the conversation, we are helping lead it.

What were some early challenges you faced building a brand in such a competitive space?

Soft drinks is a tough category. We had to fight for every listing and convince buyers to take a chance on something different. Building trust with retailers, explaining what makes Hip Pop unique and getting our drinks in front of consumers took a lot of hustle. We started small and scrappy, but staying true to our values and keeping our standards high helped us break through and land national listings.

Hip Pop’s Berries & Cherries was the winning product, originally a limited-edition flavour launched earlier this year. How has the feedback been to that particular product?

The response has been amazing. Berries & Cherries was meant to be a one-off, but it quickly became a fan favourite. People love the bold fruit flavour and the fact that it’s made without any sweeteners or artificial ingredients.

Customers and retailers kept asking for it, so we made it a permanent part of our range. It is a great example of what happens when you focus on real ingredients and flavour that hits.

How do you balance health benefits with flavour and taste?

Taste always comes first. We use real fruit and natural ingredients, with no sweeteners or artificial additives, and we add live cultures to support gut health. But if a drink does not taste amazing, it does not make it out of the test kitchen. We rely on a skilled internal and external team with a sharp focus on flavour, and every product has to deliver on proper refreshment and feel-good fizz.

What’s been the key to Hip Pop’s growth in the UK market?

We’ve kept things real from day one. People want better soft drinks that are still exciting and full of flavour. Our branding, honest messaging and standout taste have helped us build real momentum. We listen to feedback, test with our community and move fast. Being part of movements like Buy Women Built has also helped us connect with customers in a meaningful way and show what we stand for.

What role has sustainability played in your production and packaging choices?

Sustainability is built into how we operate. We use fully recyclable aluminium cans because they’re one of the most efficient and impactful packaging choices out there. Beyond that, we focus on keeping things simple, reducing waste and working with partners who share our values. It’s all part of making better choices at every stage – from how we produce to how our drinks reach people.

What’s next for Hip Pop? Any new products or expansion plans?

We’re focused on reaching more people in more places. That means continuing to grow across grocery, foodservice, and on-the-go, while staying true to what makes Hip Pop different. We’re also always thinking about how we show up – whether that’s format, packaging, or brand. Our goal is to keep pushing the category forward and surprise people with what a soft drink can be.

What’s been the most rewarding part of building Hip Pop?

Seeing people genuinely enjoy our drinks. When someone tells us they’ve swapped out sugary or artificial options for Hip Pop and it makes them feel good, that means everything. The awards and recognition are great, but the biggest win is knowing we’re helping people enjoy soft drinks again without the nonsense.

What do you think is the next big thing in the beverage space?

People are looking for more from their drinks. They want flavour, transparency and something that feels like a treat without the guilt. Gut health is still growing, but taste has to lead. The future belongs to drinks that are real, exciting and make people feel good from the first sip to the last.