Ugly Drinks reveals fresh look and new flavours


Natural drinks brand Ugly Drinks has added three new flavours to its range of fruit-flavoured sparkling water and unveiled a rebrand.

Triple Berry, Orange and Tropical flavours join the original Lemon & Lime variety. The drinks contain no sugar, sweeteners or calories and are 100% natural.

The new cans are described as ‘fun, vibrant and rebellious’, with the ‘U’ of Ugly representing a tongue.

“The big beverage brands have been saying the same thing for 100 years and that message is no longer relevant,” says Hugh Thomas, Ugly Drinks co-founder. “Millennial consumers today are looking for transparent and authentic brands and in the soft drink sector that can be hard to find. They’re already moving away from traditional sodas and carbonated soft drinks but they struggle to find brands that really communicate with them in the space.

“So that’s what we are here to do, under our new brand positioning ‘The Ugly Truth’. With no sugar, no sweetener, no calories and no artificial ingredients, Ugly Flavoured Sparkling Water provides that perfect ice cold can moment without the guilt.”

The launch is being supported by a variety of marketing activities including instore, digital, trade and consumer shows.