Sparkling water brand Ugly Drinks is to increase its product range to four products and unveil a new look this summer.
The products will be rolled out across the UK during August as the company aims to shake up the soft drinks category. It has secured listings at Holland & Barrett stores, Amazon and a selection of independent shops.
New flavours triple berry, orange and tropical join the current lemon and lime variant. Ugly drinks claim to contain no sugar, sweeteners, calories, fat or salt.
The brand, which is the brainchild of co-founders Hugh Thomas and Joe Benn, both previously of Vita Coco Coconut Water, first launched in 2016 in response to consumer trends towards healthier soft drinks.
Thomas said: “The big beverage brands have been saying the same thing for 100 years and that message is no longer relevant. Millennial consumers today are looking for transparent and authentic brands and in the soft drink sector that can be hard to find.
“They’re already moving away from traditional sodas and carbonated soft drinks but they struggle to find brands that really communicate with them in the space. So that’s what we are here to do, under our new brand positioning ‘The Ugly Truth’.
“With no sugar, no sweetener, no calories and no artificial ingredients, Ugly flavoured sparkling water provides that perfect ice cold can moment without the guilt.”
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