CLOSED DOORS U
Behind
gly Drinks are on a mission to champion a new ‘unsweet’ category within the wider drinks market. It’s two-
strong range of 100% natural infused sparkling waters has been designed to offer consumers a drink that not only delivers on taste but has nothing to hide, and is the first product of its kind to hit UK shelves. Made with no sugars, no sweeteners, no artificial flavourings and no artificial preservatives, the Lemon & Lime and Grapefruit & Pineapple variants also contain no carbohydrate, no fat, no salt, no soy, no gluten, no GMOs and zero calories - just sparkling water flavoured with the essences and oils of fruit. With the recent budget announcement of a sugar tax designed to tackle obesity, Ugly Drinks are quite clearly at the cutting edge of this important national issue. We speak to co-founder Hugh Thomas.
EACH MONTH WE GIVE YOU AN INSIGHT INTO AN EXCITING PRODUCER – THIS MONTH WE INTERVIEW NEWLY LAUNCHED, LONDON BASED DRINKS COMPANY, UGLY DRINKS.
Tell us a bit about your backgrounds and the inspiration
behind Ugly. l Joe and I started Ugly following our time spent building the brand at Vita Coco Coconut Water from 2011-2015. Whilst at the company we began to talk more and more about Britain’s beverage shelves and the vast number of beverages packed with sugar or sweetener. We felt that this had a big impact on the UK, not only from a health stand point (with increased cases of diabetes and obesity) but also a general happiness level (people feeling that slump after a sugary beverage). This was something we wanted to change and we set about creating a drink free from sugar, sweeteners and any artificial ingredients. Ugly
32 The Delicatessen Magazine
is a 100% natural fruit infused sparkling water and is packaged in the traditional 330ml can. It still hits that 3pm ‘cold can’ moment but without the sugars or sweeteners of traditional fizzy drinks. With the name of the brand,
we felt that too many products over-promise in their branding and naming, but generally under deliver against their claims. We just wanted to make something that was free from sugar, sweetener and artificial ingredients yet beautiful on the inside in terms of taste and refreshment…hence Ugly was born! We are really excited to bring this drink to British consumers and hope it gives them an option that was not available previously!
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