Ugly water is the brainchild of Hugh Thomas and Joe Benn, who launched the brand with the aim of “pioneering a new, unsweet category in the drinks market.”

Thomas told BeverageDaily that soft drinks can go beyond sweet, with consumers looking for different, more adult flavours.

‘We’re excited about this unsweet space’

Thomas and Benn both previously worked on brand building at Vita Coco coconut water. They have launched Ugly to tap into an ‘explosion of healthy eating’ and increased consumer awareness of the effects of both sugar and sweeteners.

Ugly water comes in two flavours: Lemon & Lime (an unsweet alternative to traditional lemonade) and Grapefruit & Pineapple (to appeal to fans of tropical flavours). The products use natural flavours and are free from sugar, sweeteners, artificial flavours and preservatives; and contain no carbohydrates, fat, salt or calories.

The brand has been launched in the UK in 300ml cans, with initial listings with Selfridges and Whole Foods Market.   

“Many consumers are looking for alternative beverages without sugar or sweetener (for health reasons) and shop accordingly,” said Thomas.

“Alongside this we’ve also noticed a number of consumers looking for more grown-up flavours and tastes, without the sweetness that’s prevalent in so many beverages on UK shelves.

“We think there is space for a new type of beverage category. Drinks that taste great and ultimately make you feel good, but without the sugars and sweeteners.”

Thomas believes the unsweet category has plenty of potential to expand, seeing consumers’ tastes set to evolve in the coming years.