It ain’t sweet, it’s pure Ugly!

A new range of unsweetened, naturally-infused sparkling waters have launched onto the UK market – and they’re Ugly.

The Ugly Unsweet Water range has been designed to offer consumers a drink that “has nothing to hide”, just sparkling water with a splash of natural flavour.

The initial two flavours are Lemon & Lime and Grapefruit & Pineapple and are 100% natural with no sugar, sweeteners, artificial flavours or preservatives, and zero calories.

The brand has been created by Hugh Thomas and Joe Benn, who previously worked building the brand at Vita Coco Coconut Water.

“We believe that the drinks market is saturated with products that over promise and under deliver,” says Thomas. “With Ugly our aim is to keep it simple and pioneer a new ‘unsweet’ category in the drinks market. We have no sugar, no sweetener and no artificial ingredients. Ugly water doesn’t promise to make you faster, smarter or more beautiful but it’s all-natural and tastes great.”

Benn adds: “With the explosion of healthy eating and increased consumer awareness of the effects of sugar and sweeteners, we believe there is a huge gap in the market for a drink that’s completely transparent, with nothing hidden. Ugly water aims to be ‘beautifully different’ and we’ve been thrilled by the response from the industry to date.”

The drinks are available in 330ml cans.