The Pura Beverage Company, with dual headquarters in the United Kingdom and South Africa, has successfully raised R260 million (approximately $15 million) from a leading global investment firm. This strategic funding marks a significant milestone in Pura’s mission to redefine the beverage industry with healthier, more natural alternatives.
Pura is known for its range of low-sugar, preservative-free drinks made with natural ingredients, positioning itself as a modern alternative to traditional sodas. The company aims to meet the growing consumer demand for beverages that offer authentic taste without artificial sweeteners or excessive sugar.
Greig Jansen, CEO of Pura, stated:
In the past year alone, the U.S. market has seen a surge in demand for drinks made with 100% natural cane sugar, with sales increasing by over 50% to surpass $600 million. Consumers are increasingly turning away from zero-sugar products that rely on synthetic substitutes. They want real ingredients, just in moderation. Pura is here to meet that demand by offering better-for-you beverages that balance taste and refreshment.
The newly secured investment will be used to accelerate Pura Soda’s global market penetration, enhance brand visibility, and expand product listings across major retail chains, with a strong focus on the U.S. market and select international territories. It will also support the company’s efforts in marketing, talent acquisition, and operational scaling.
Jansen emphasized further:
Securing this investment is not just a financial achievement, it’s a strong validation of our brand, our products, and the global opportunity ahead. We’ve built a brand with international appeal, grounded in innovation and consumer insight, and perfectly timed with shifting market preferences. This funding empowers us to build a world-class team and continue delivering on our ambitious growth strategy.
Pura Soda products are currently available at leading retailers across Southern Africa and the United States, with additional distribution in select markets in the Middle East.
