Our new favourite drink for summer, Ugly is turning the fizzy drink industry on its head with its fruit-infused unsweet water

Ugly & Delicious.

We know sugar is bad for us, so is caffeine. Plastic bottles and sweeteners will give us cancer. We’ve also seen that horror video of what a can of cola does to our body in the space of an hour. So when a can of Ugly landed on our desks, with no sugar, sweetener or artificial anything, we were intrigued.

Comprising of sparkling water, natural fruit flavours (derived from the fruit’s oils or an infusion process) and a dash of citric acid to preserve the drink, Ugly has just two flavours: lemon and lime; and grapferuit and pineapple. Unsweet, the first sip is a surprising and weird one, so used we are to expecting a sickly sweet beverage from a can. Once you know what you’re getting, what is left is a super-refreshing drink that won’t leave the furry teeth and dull head that many people experience after a high-sugar counterpart. Already a fan of the water in a can idea after we stocked CanO Water on our Euroshop stand, we were attracted to the pretty fun branding.

Our new favourite drink for summer, Ugly is turning the fizzy drink industry on its head with its fruit-infused unsweet water

Cans are an amazing piece of packaging technology,” Ugly’s co-founder Hugh Thomas told sfd about the choice of packaging and design. “Not only are they 100% recyclable, but they prevent UV light accessing and damaging the product, chill down quickly and allow us to have a real 360 degree branding platform.”

The cans feel premium, with a San Pellegrino-esque foil cover that keeps the cans hygienic and allows the brand’s tongue-in-cheek slogan to be displayed: ‘Because you’re sweet enough already’.

“We wanted to make healthy drinks fun and approachable for as many consumers as possible. Too often, healthy food and drink has bland, classic branding, but we wanted to stand out and disrupt the carbonated soft drinks category,” Hugh continued.

Our new favourite drink for summer, Ugly is turning the fizzy drink industry on its head with its fruit-infused unsweet water

Currently, Ugly is available in the likes of Whole Foods, Selfridges, Planet Organic and Holland & Barrett, but this is not a drink for only for the health conscious among us. “Ugly is for everyone,” according to Hugh. “It’s a great alternative to traditionally sugar-sweetened fizzy drinks or diet drinks that are loaded with artificial sweeteners and we want to be in every store or fridge we can in coming years.”

With summer round the corner (or hopefully already here), who doesn’t want a refreshing, fizzy, fruity thirst-quencher that won’t ruin your summer body efforts.

 

Find out more at uglydrinks.com

 

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