PURA Beverage Company, a dual-headquartered disruptor in the non-alcoholic drinks sector, has announced a R260 million investment from a leading global investment firm. The funding is expected to fast-track the company’s international expansion and deepen its footprint in the fast-growing, USD 1.4 trillion global non-alcoholic beverage market.
Founded in 2017, PURA has carved a niche by offering low-sugar, preservative-free beverages made with natural ingredients. CEO Greig Jansen said the brand anticipated the global shift toward healthier options years before sugar reduction became industry standard.
“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 US$600 million in revenue,” Jansen noted. “Consumers want the real thing—but less of it. Pura Beverages is here to deliver on that demand.”
The investment, part of a USD 2 billion global portfolio, will be used to boost marketing, enhance product listings in major retailers—primarily in the US—and strengthen distribution networks in other international markets.
A spokesperson for the investment firm described Pura as “a brand that will lead the next soda revolution,” and confirmed the firm’s commitment to supporting its global growth ambitions.
“Securing this investment is more than a business milestone; it’s a powerful endorsement of our brand, product, and the global opportunity ahead,” Jansen added.
PURA is currently available across leading retailers in Southern Africa and the US, with a growing presence in the Middle East. The company also maintains a certified sustainability status, emphasizing responsible sourcing and packaging.