06 Oct 2025 Pura’s growth gets a sparkling boost!
The Pura Beverage Company has secured a major investment to accelerate its international ambitions….
The Pura Beverage Company, SA’s fast-track beverage innovator and disruptor, and now headquartered in the UK and SA, has secured a R260-million or $14–15-million investment from a leading [but unnamed] global investment firm.
The injection of capital will grow the company’s international footprint and business, cementing its position as a brand capable of reshaping the global $1.4-trillion non-alcoholic beverage market.
According to the latest data from Grand View Research, the global non-alcoholic beverage market (excluding coffee, tea, and dairy-based drinks), was valued at approximately $1.46-trillion in 2023. This segment encompasses products such as carbonated soft drinks, bottled water, fruit juices, energy drinks, and functional beverages.
It is projected to grow at a compound annual growth rate (CAGR) of 6.0% from 2024 to 2030, reaching an estimated value of $2.1-trillion by 2030.
The PURA Beverage Company anticipated global health and wellness trends within this product category nearly a decade ago, well before sugar reduction became the standard.
Since entering the market in 2017, the company has continued to disrupt traditional beverage categories across global markets by offering natural, low-sugar, and preservative-free drinks that genuinely taste good for consumers, ultimately pioneering the reinvention of classic soda.
“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 $600-million in revenue. Consumers are becoming disillusioned with zero sugar products that rely on synthetic sweeteners or sugar substitutes. They want the real thing, but less of it,” said Greig Jansen, CEO and founder of Pura.
“Pura Beverages is here to deliver on that demand. We remain steadfast in our mission to create a movement around modern refreshment, by offering better-for-you drinks that break the tension between taste and refreshment.”
Bullish outlook
A spokesperson for the unnnamed investment firm stated that they “were very excited and bullish about this investment into the beverage space”, with Pura Soda being described as “a brand that would lead the next soda revolution”.
The R260-million investment falls within a $2-billion portfolio of assets and forms part of a number of global positions. The firm has committed to supporting the business and brand to reach its full potential, says Pura.
The investment will be leveraged to accelerate PURA Soda’s market penetration, brand building and marketing across the globe, and will provide the funds required to increase and support product listings across major retailers predominantly in the US, but also other international territories.
“Securing this investment is more than a business milestone, it’s a powerful endorsement of our brand, product, and the global opportunity ahead,” adds Jansen.
“We’ve built a brand with international appeal, rooted in product innovation and consumer insights, and timed perfectly with consumer demand. 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.”
Beyond innovation, the PURA Beverage Company is also a proudly certified sustainable business. The brand remains focused on environmental sustainability, across its packaging and list of ingredients, reflecting its purposeful commitment to the responsible use of the planet’s scarce resources.
Today, PURA Soda is available on shelves at all leading retailers across Southern Africa and the US, with products at select major retailers in the Middle East as well.
The investment will be directed toward securing top-tier talent, strengthening local, as well as global distribution networks, expanding the product portfolio, and accelerating marketing initiatives.
Source: Pura Beverage Company