South African-founded beverage company PURA Soda (PURA) has raised R260 million in funding to scale its global footprint and accelerate growth, with a focus on disrupting the non-alcoholic drinks sector. The investment, from a leading international investment firm, positions PURA to expand into new markets and strengthen its presence in existing ones, particularly in the United States.
Headquartered in the UK and South Africa, the company plans to use the funds to increase distribution across major global retailers, bolster marketing efforts, and hire key talent to drive innovation and growth.
“Securing this investment is more than a business milestone, it’s a powerful endorsement of our brand, product, and the global opportunity ahead,” said Greig Jansen, CEO and Founder of PURA. “We’ve built a business rooted in innovation and consumer insight.”
Health Trends Fuel Demand for Low-Sugar Beverages
The global non-alcoholic market – excluding coffee, tea, and dairy-based drinks – was valued at approximately$1.46 trillion in 2023, and is projected to nearly double, reaching around $2.9 trillion by 2035. This growth is influenced by changing consumer preferences, demand for cleaner labels, and new formats of functional and flavour-forward drinks.
One trend gaining momentum is the shift towards beverages made with natural ingredients, including sugar. In the US alone, sales of beverages with 100% natural cane sugar have grown by more than 50% in the past year, reaching over $600 million (R10.35 billion) in revenue.
“Consumers are becoming disillusioned with zero-sugar drinks that rely on synthetic sweeteners or sugar substitutes,” he added. “They want the real thing, in smaller quantities. PURA Beverages is here to deliver on that demand.”
PURA’s product portfolio is positioned to meet this demand, offering what it calls “modern refreshment”, a balance between taste, health, and transparency. The brand emphasises clean ingredients and a low-sugar approach without sacrificing flavour.
While the investor’s identity remains undisclosed, a spokesperson for the firm expressed strong confidence in PURA’s potential, describing it as a brand set to lead the “next soda revolution”. The investment falls within a broader US$2 billion global asset portfolio.
The R260 million injection will be allocated across several key areas :
Expand PURA’s product listings across major US retailers and other international markets
Build brand equity through strategic marketing and consumer engagement
Attract and retain top-tier talent to drive innovation and operational excellence
Scale global and local distribution networks
Expand the the firm’s product portfolio
This strategic approach is expected to position PURA as a major contender in the global beverage space.
A South African Success Story on the Global Stage
Founded in South Africa and now operating across key global markets, PURA exemplifies the growing number of African-born startups gaining traction internationally. Its mission - to redefine the non-alcoholic beverage space - has attracted attention not only for its innovation but also for its ability to scale in diverse markets.
As PURA gears up for its next phase of growth, the company’s rise signals a broader trend of African-founded startups making an impact on global consumer industries, especially in health-conscious and fast-moving categories like beverages.
Lungile is the Digital Editor for Startup.Africa, with a knack for storytelling, technology and innovative ideas. Working with Startup.Africa, she takes simple ideas and turns them into amazing stories.
Lungile Msomi
