Pura Beverage Company secures major investment to drive global expansion of low-sugar drinks 

SOUTH AFRICA – South Africa-based Pura Beverage Company has secured a major investment from a global investment firm to accelerate its international growth.  

The undisclosed funding will support Pura’s plans to expand distribution in the United States, strengthen retail partnerships in key markets, increase brand awareness and scale operations. 

Founded in 2017, Pura Beverage Company focuses on better-for-you beverages and anticipated the shift toward health and wellness before sugar reduction became a mainstream trend.  

The company produces a range of natural, preservative-free drinks that have disrupted traditional soda categories in South Africa, the US and other markets worldwide. 

According to Pura CEO Greig Jansen, the demand for healthier beverages continues to rise globally. “In the past 12 months in the US alone, sales of beverages with 100% natural cane sugar have grown by more than 50% to over US$600 million. Consumers want real sugar, but less of it. Pura is here to deliver on that demand,” he said. 

The investment forms part of the global firm’s US$2 billion portfolio and positions Pura as a potential leader in the next soda revolution.  

Earlier this year, the company received the Global Excellence in Beverage Innovation Award from Global Brands Magazine, highlighting its role as a challenger brand in the US$1.4 trillion non-alcoholic beverage market. 

Jansen noted that the funding will also allow Pura to attract top industry talent to support its ambitious growth plans.  

Pura Soda products are currently available at leading retailers across Southern Africa and the United States, with select listings in the Middle East.  

The company also maintains sustainability certification, emphasizing environmentally responsible packaging and ingredients. 

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