South African and UK-headquartered Pura Beverage Company has raised ZAR 260 million (approximately USD 14.9 million) from a leading global investment firm to fuel its international growth. The company, founded in 2017 by Greig Jansen, has quickly established itself in the USD 1.4 trillion non-alcoholic beverage industry with its low-sugar, preservative-free sodas. With demand for clean-label drinks rising, Pura’s backers believe the brand is poised to lead the next wave of innovation in the global soda market.
A Growing Challenger in the Beverage Industry
Pura entered the market with its flagship Pura Soda range, targeting health-conscious consumers seeking natural ingredients and less sugar. In 2021, it expanded with Pura Kids, a child-friendly line, and followed in 2023 with Pura Hydration, a functional beverage competing against established brands like Energade and Powerade. This diversified portfolio has helped Pura gain traction both at home and abroad.
Expanding International Presence
The company has already achieved significant penetration in Southern Africa, the United States, and parts of the Middle East. In its first U.S. launch, Pura crossed USD 1 million in sales in a single day, securing listings with major retailers including Walmart, Target, Whole Foods, and Costco. Today, the brand is available in 13 countries and aims to leverage new capital to deepen its global distribution networks.
U.S. Market as a Key Growth Driver
Consumer trends in the U.S. highlight the opportunity for Pura’s products, with beverages made using 100% natural cane sugar recording more than 50 percent growth over the past year, reaching revenues of USD 600 million. As consumers increasingly reject synthetic sweeteners, Pura’s positioning around natural, low-sugar sodas places it at the heart of this demand shift. Jansen believes the brand is disrupting traditional categories by offering “the real thing, but less of it.”
Strategic Use of Investment
The new funding will be allocated toward strengthening Pura’s distribution capabilities, expanding product listings, and intensifying brand-building efforts, particularly in the U.S. market. The company also intends to hire top-tier talent and continue broadening its product portfolio to meet evolving consumer preferences. This investment marks Pura’s most significant funding milestone since its Series A, which was led by Knife Capital in 2019.
Recognition and Achievements
Since its inception, Pura has won recognition for both taste and innovation, being voted Product of the Year in 2020 in the cold beverage category and receiving accolades as the best-tasting non-alcoholic beverage in 2019. Such achievements underscore the brand’s success in delivering alternatives that resonate with consumers seeking healthier options. With the non-alcoholic beverage sector projected to grow from USD 1.46 trillion today to USD 2.1 trillion by 2030, Pura is positioned for long-term relevance.
Investor Confidence
While the global investment firm behind the new round remains unnamed, its spokesperson described the deal as a strong vote of confidence in Pura’s potential. The firm believes the brand can spearhead a “soda revolution” that redefines how consumers approach carbonated beverages. This endorsement provides both financial resources and industry validation as Pura pushes deeper into competitive international markets.
For Pura, the $14.9 million injection represents more than capital; it is an endorsement of its mission to reinvent soda for a new generation of consumers. With its innovative products, growing global reach, and strong alignment with health-driven consumer trends, the company is set to accelerate its growth journey. As Jansen emphasized, the brand’s timing, appeal, and commitment to innovation position it to capture a meaningful share of the evolving global beverage industry.