Cape Town’s Pura Beverage Company has secured a R260-million boost from a global investment firm to accelerate its growth ambitions in the $1.4-trillion global non-alcoholic beverage market.

The company prefers not to name its new investor.

Pura manufactures a range of low-calorie sodas that the company promises uses only natural sugars and flavours, while they are also free from colourants and artificial preservatives.

Pura Soda is sold as having only four ingredients, a bit of cane sugar, and 65 calories per 300 ml can.

The soda range is available at retailers across Southern Africa and in the US, as well as select retailers in the Middle East.

Pura, active since 2017, says the capital injection will allow it to grow its international footprint.

The global non-alcoholic beverage market encompasses products such as carbonated soft drinks, bottled water, fruit juices, energy drinks and functional beverages.

It is projected to expand at a compound annual growth rate of 6% from 2024 to 2030, reaching an estimated value of 2.1-trillion by 2030.

“In the past 12 months in the US alone, sales of beverages with 100% natural cane sugar have grown by more than 50%, to over $600-million in revenue,” says Pura CEO and founder Greig Jansen.

“Consumers are becoming disillusioned with zero-sugar products that rely on synthetic sweeteners or sugar substitutes.

“They want the real thing, but less of it. Pura Beverages is here to deliver on that demand.”

A spokesperson for the global investment firm describes itself as bullish about its new investment, with Pura Soda regarded as a brand that could lead the next soda revolution.

The new funding will be leveraged to accelerate Pura Soda’s market penetration, brand building and marketing across the globe, while it will also provide the necessary funds to increase and support product listings across major retailers, predominantly in the US, but also in other international territories.

“Securing this investment is more than a business milestone, it’s a powerful endorsement of our brand, product and the global opportunity ahead,” notes Jansen.

“We’ve built a brand with international appeal, rooted in product innovation and consumer insights, and timed perfectly with consumer demand.

“With this investment, we now have the ability to attract top talent, and build a dream team that will continue to deliver on our growing ambitions.”

Pura manufacturers its soda range at its primary plant in Cape Town, with a secondary facility situated in Johannesburg.