UGLY DRINKS was founded by best friends Hugh Thomas and Joe Benn in 2017. Coming from Vita Coco, they were concerned at the lack of healthy or unsweetened- options in the soda category for the average family. UGLY is a range of sparkling water that is flavoured but unsweetened, in brightly coloured, potentially iconic CAN, and is setting out to challenge the Ugly Truth behind Big Soda. Ugly’s website positions it as “just a drink, no unobtainable lifestyles, no ridiculous promises”…and somewhat bravely (given the enormous competitors in this space) asks us to “Can the Other Cans”. Listen to Hugh Thomas discuss the brave decisions he and his co-founder have made around brand and category positioning, naming & flavouring, setting up in the USA and funding/invesment and its role in driving growth!

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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