The Pura Beverage Company secures $15m investment
Pura offers natural, low-sugar, and preservative-free drinks, seeking to reinvent the classic soda.
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The Pura Beverage Company, headquartered in the UK and South Africa, has secured a R260 million (about $15 million) investment from a global investment firm.
Pura offers natural, low-sugar, and preservative-free drinks, seeking to reinvent the 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 $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.
The investment will be leveraged to accelerate Pura Soda’s 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 US, but also other international territories.
“Securing this investment 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.”
Pura Soda’s products are available at major retailers in Southern Africa and the US, with distribution extending to select outlets in the Middle East.
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