Across the Western world, the Carbonated Soft Drinks category is experiencing real transformation… thanks to the sugar backlash, the resulting sugar tax and the fight against plastic.
I recently heard that the majority of fizzy soft drinks sold in the supermarkets now contain no or low amounts of added sugar, which really surprised me. For a category that has been built on the white stuff for over 100 years, that’s a pretty big change.
It goes without saying that it has been a difficult few years for some of the big global soft drink brands, but the other side of that coin is that there are plenty of exciting emerging brands taking advantage of the move towards Healthier and Natural. They and creating new category sub segments some real #transformational growth. Think real fruit sodas, no added sugar seltzers, and even the more niche Kombuchas, kefir waters, sparkling coconut waters….
If you live in the UK, you probably recognise the very cool British soft drinks brand Dalston’s soda, whose mission is to put real ingredients back at the heart of soft drinks.
I think their range of highly distinctive, brightly coloured metallic cans with the big standout D for Dalstons on the front is a future brand icon – just the right mix of cool yet accessible to the mass market. Together with great drinks made with real fruit, low sugar, local ingredients and even distilled botanicals for serious amount of great flavour, Dalston’s is one to watch.
I spoke to Dan Broughton, CEO and Co-Founder to find out how he and his team is setting the brand up for success.
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