Pura Beverage Company secures US$14M investment to expand global presence 

SOUTH AFRICA – South Africa-based Pura Beverage Company has secured a ZAR 260 million (US$14 million) investment from a leading global investment firm to accelerate its international expansion and strengthen its position in the non-alcoholic beverage market. 

Since its inception in 2017, the company has focused on reshaping consumer perceptions of soda by offering “clean-label” low-sugar drinks made with natural ingredients. 

The business has recorded strong growth since launch. In 2019, Pura was voted the best-tasting non-alcoholic beverage, and in 2020, it won product of the year for innovation in the cold beverage category. The brand has since gained international recognition, with significant traction in the United States market. 

Pura’s entry into the US was marked by impressive results, including surpassing USD 1 million in sales on its launch day.  

The latest investment comes at a time when the US beverage market is experiencing rising demand for natural sugar-based drinks.  

Over the past year, sales of beverages with 100% natural cane sugar in the country have grown by more than 50%, generating more than US$600 million in revenue. 

The broader global beverage industry is currently valued at US$1.46 trillion and is projected to reach US$2.1 trillion by 2030. This includes a wide range of products such as bottled water, fruit juices, carbonated soft drinks, functional beverages, and energy drinks. 

Pura stated that the new capital will be directed toward expanding its global footprint, enhancing distribution networks, strengthening marketing campaigns, and securing top industry talent.  

The funds will also support the expansion of its product portfolio and increase its presence across major retailers worldwide, with a particular focus on the United States. 

Since its launch, Pura has expanded its range beyond its original soda line. In 2021, it introduced Pura Kids, a child-friendly range, followed by Pura Hydration in 2023 to compete in the sports and hydration category against established brands such as Energade and Powerade. 

Greig Jansen, CEO of Pura, emphasized that the brand has consistently sought to disrupt traditional beverage categories by offering natural, preservative-free, and low-sugar drinks. He noted that consumers are increasingly turning away from products containing synthetic sweeteners or substitutes, instead preferring reduced sugar options with authentic taste. 

A spokesperson for the global investment firm described the funding as a strong vote of confidence in Pura’s ability to lead a “soda revolution” and achieve its international ambitions. 

“Securing this investment is more than a business milestone; it’s a powerful endorsement of our brand, product, and the global opportunity ahead,” said Jansen. “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.” 

Currently available in 13 countries, Pura aims to leverage the investment to deepen its market penetration, expand global recognition, and cement its position as a major player in the beverage industry. 

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