The UK’s first unsweetened, 100% natural, fruit-flavoured sparkling water, Ugly Drinks, is to double its product range to four flavours and unveil an all new look this August. The range, which will be rolled out across the UK this summer, is set to continue to shake up the soft drinks category and has secured a host of early listings including 600 Holland & Barrett stores, independents nationwide and Amazon.
New flavours Triple Berry, Orange and Tropical join the current Lemon & Lime to bring the Ugly range to four. Each offers consumers a refreshing drink that not only tastes great but has absolutely nothing to hide; it’s just sparkling water with fun fruit flavours. Ugly drinks contain no sugar, no sweetener, no calories and absolutely nothing artificial. Additionally, they contain no carbohydrate, no fat, and no 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 and saw phenomenal early success, with consumers increasingly on the hunt for healthy drink options that are not laden with sugar and artificial flavours.
Hugh Thomas, Co-Founder, Ugly Drinks, says, ‘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.”
The recent re-brand, in partnership with Independent Brand Design agency Jones Knowles Ritchie (JKR) aims to bring the Ugly brand world to life in a way that really communicates to and resonates with millennial consumers.
The Ugly cans, alongside their tessellating new multi-packs, are fun, vibrant and rebellious. The ‘U’ of the Ugly logo represents a tongue and is featured alone on the side of pack, encouraging consumers to interact by holding a can in front of their face to imitate sticking their tongue out and being rebellious.
The launch will be supported by a variety of marketing activity including in-store activity, digital, trade and consumer shows as well as working with on-brand influencers to spread the Ugly Truth.
Ugly Drinks are available in four flavours, RRP of £0.99 for a 330ml can. Plus, for the first time, 12 can multipacks as well as a 24 can variety pack format will be available from the Ugly web shop and Amazon. 6 can multipacks will be available from selected stores. RRP. £5.89