What Flawsome! does

Flawsome! (legal entity Flawsome Brands Ltd) is a UK-based sustainable beverage company founded by Karina Sudenyte and Maciek Kacprzyk, operating from Cwmbran, Wales. The company sources cosmetically imperfect and surplus ("wonky") fruit and applies cold-press extraction to produce a portfolio of over 16 stock-keeping units across four families: 100% cold-pressed juices in 250 ml glass bottles, lightly sparkling fruit juices in 250 ml cans, fortified wonky fruit waters in 200 ml cartons, and 60 ml functional health shots with added vitamins or prebiotics. The 1-litre carton format has been extended to orange, sweet and sour apple, pineapple, lime and lemon, targeting family and foodservice occasions. All products are positioned as containing no added sugar, sweeteners or artificial ingredients, and the company is B Corp certified with 12 Great Taste Awards cited as product-quality validation.

The business model spans direct-to-consumer e-commerce at flawsomedrinks.com (one-time purchases plus "The Wonky Club" subscription offering over 10% recurring savings with a 3-month minimum), a wholesale/stockist programme targeting UK, European and Middle Eastern retailers and cafés (no minimum order quantity on website orders, £1,000 net minimum for pallet orders), and premium retail listings at Spinneys and Waitrose in the UAE. Pricing varies by format, ranging from £14 per variety pack to £50 per 12x1L case, with separate subscription and wholesale tiers. Customer segments fall into three groups: health-conscious adult consumers and families with children (B2C), wholesale and food-service partners (mid-market B2B), and enterprise retailers such as Spinneys and Waitrose UAE. Distribution geographic scope covers Europe and the UAE, with the United States flagged as a restricted market.

The company was bootstrapped from £800 of initial capital and has disclosed funding rounds in April 2019, February 2020 and October 2023 (£200,000 earmarked for foodservice and supermarket retail expansion). Headcount is in the 11–50 band; revenue is not disclosed in the source data. Stated operational scale includes 77 million fruits rescued from waste to date and a stated 2028 target of 20,000 tonnes of wonky fruit saved.

Name

Flawsome!

Legal name

Flawsome Brands Ltd

Website

https://flawsomedrinks.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Flawsome! is a UK sustainable beverage company that cold-presses imperfect and surplus fruit into juices, sparkling drinks, fortified fruit waters and functional health shots, selling via DTC e-commerce, a UK wholesale/stockist programme and premium retail listings including Spinneys and Waitrose UAE.

Ownership category

akta.pro rank

Product category

Cold-Pressed Juices & Beverages

NAICS

Soft Drink and Ice Manufacturing (31211)

SIC

Beverages (2080)

akta.pro primary industry

Refrigerated Juices & Smoothies (CRADACAL)

Keywords

• Cold-pressed juice
• Wonky fruit drinks
• Sustainable beverages
• Fruit water cartons
• Functional health shots

Headquarters

HQ city

Cardiff

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct-to-Consumer E-commerce: Flawsome! sells products directly to consumers through their e-commerce website, offering one-time purchases and subscription plans with 10%+ savings.
2. Wholesale/B2B: Wholesale distribution to retailers, cafés, and food service businesses through the stockist program. Offers dedicated support, POS materials, and volume discounts.
3. Subscription Boxes: The Wonky Club subscription model offering recurring deliveries with over 10% savings, free delivery on 2+ cases, and skip/cancel flexibility.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Flawsome! manufactures and sells a range of naturally delicious cold-pressed drinks, lightly sparkling juices, wonky fruit waters, and functional health shots made from imperfect ('wonky') and surplus fruit, with no added sugar, sweeteners, or artificial ingredients. The company operates a direct-to-consumer e-commerce storefront and a wholesale/stockist program supplying cafés, retailers, and food service businesses. Its Wonky Club subscription service offers over 10% savings on recurring orders.

Product overview

Flawsome! is a UK-based beverage company that crafts naturally delicious cold-pressed drinks from wonky and surplus fruit, positioning itself as a sustainable choice against food waste. The product portfolio is organized into four main categories: (1) 100% Cold-Pressed Juices in 250ml glass bottles and 1L carton formats (including Orange, Sweet & Sour Apple, Apple & Strawberry, Apple & Mango, Apple & Superberry, Pineapple, Lime, and Lemon variants); (2) Lightly Sparkling Fruit Juices in 250ml cans (Variety Pack, Apple & Sour Cherry, Apple & Strawberry, Apple & Rhubarb, Sweet & Sour Apple); (3) Functional Fruit Health Shots in 60ml bottles (Cherry Immunity + Vitamin C, Ginger + Vitamin D, Turmeric + Vitamin D, Strawberry Gut Health + Prebiotics); (4) Wonky Fruit Waters in 200ml eco-friendly cartons with added vitamins C & D (Apple Blackcurrant, Sweet & Sour Apple, Mango Apple & Orange). The company also offers variety boxes including the NEW! Orchard Box (36 drinks), All Range Mini Variety Box (21 drinks), Juice Variety Pack, and Shot Variety Pack. A subscription service called Wonky Club provides over 10% savings. Accessories include branded tote bags and kids activity sheets.

Differentiator

Problem solved

Functional benefit

Products and services

• Orange Cold-Pressed Juice (12x250ml) 100% cold-pressed orange juice made from wonky oranges, sold as a case of 12x250ml with no added sugar and plastic-free packaging; targeted at health-conscious adult consumers and families.
• Sweet & Sour Apple Cold-Pressed Juice Cold-pressed blend of sweet red and crisp green apples, 100% juice with no added sugars or nasties, for health-conscious consumers and families.
• Apple & Strawberry Cold-Pressed Juice Cold-pressed juice combining crisp apples with sun-ripened strawberries, with no added sugars, targeted at health-conscious consumers and families.
• Apple & Mango Cold-Pressed Juice Cold-pressed apple and mango blend offering a tropical taste in a 250ml bottle, 100% juice with no added sugars, for health-conscious consumers.
• Apple & Superberry Cold-Pressed Juice Cold-pressed juice with apples and superberry (aronia/chokeberry) with an earthy aroma and natural sweetness; aimed at health-conscious adult consumers.
• 1L Orange Cold-Pressed Juice (12x1L) Larger 1L carton format cold-pressed orange juice made from wonky oranges, sold as a case of 12x1L; positioned for mixing, sharing, and foodservice use.
• 1L Sweet & Sour Apple Cold-Pressed Juice (6x1L) Larger 1L carton format cold-pressed sweet and sour apple juice, sold as a case of 6x1L, with no added sugars; aimed at households and foodservice.
• 1L Pineapple Cold-Pressed Juice (12x1L) Cold-pressed pineapple juice made from wonky pineapples, sold as a case of 12x1L cartons; positioned for mixing and sharing at home or in foodservice.
• 1L Lime Cold-Pressed Juice (6x1L) Cold-pressed lime juice made from wonky limes, sold as a case of 6x1L cartons, fortified with added Vitamin C; targeted at consumers and foodservice for mixing.
• 1L Lemon Cold-Pressed Juice (6x1L) Cold-pressed lemon juice made from wonky lemons, sold as a case of 6x1L cartons, fortified with added Vitamin C; targeted at consumers and foodservice for mixing.
• Lightly Sparkling Juice Variety Pack (8x250ml) Lightly sparkling fruit juice variety pack in 250ml cans with no added sugars or sweeteners, for adults seeking a lower-sugar soft drink alternative.
• Apple & Sour Cherry Lightly Sparkling Juice Drink Lightly sparkling blend of apples and sour cherries in 250ml cans, case of 24x250ml, with no added sugars; for adult and on-the-go consumers.
• Apple & Strawberry Lightly Sparkling Juice Drink Lightly sparkling apple and strawberry juice drink in 250ml cans, with no added sugars or artificial sweeteners, targeted at health-conscious consumers.
• Apple & Rhubarb Lightly Sparkling Juice Drink Lightly sparkling apple and rhubarb juice drink in 250ml cans, school-compliant and with no added sugars, targeted at families and children.
• Sweet & Sour Apple Lightly Sparkling Juice Drink (Arabic labels) Lightly sparkling sweet and sour apple juice drink in 250ml cans with Arabic-language labels, sold as a case of 24x250ml; intended for the UAE retail market including Spinneys and Waitrose.
• Cherry Immunity + Vitamin C Health Shot (12x60ml) Functional 60ml health shot combining cherry juice with added Vitamin C for daily immunity support, sold as a case of 12x60ml; targeted at health-conscious adult consumers.
• Ginger + Vitamin D Health Shot (12x60ml) Functional 60ml health shot with ginger and added Vitamin D, sold as a case of 12x60ml, for consumers seeking daily functional wellness support.
• Turmeric + Vitamin D Health Shot (12x60ml) Functional 60ml health shot with turmeric and added Vitamin D, sold as a case of 12x60ml, for daily defence and wellness consumers.
• Strawberry Gut Health + Prebiotics Shot (12x60ml) Functional 60ml strawberry health shot with added prebiotics for daily gut health support, sold as a case of 12x60ml; targeted at health-conscious adult consumers.
• Wonky Fruit Water Variety Box (12x200ml) Variety box of wonky fruit waters in 200ml cartons, fortified with added Vitamins C and D, targeted at children and families seeking healthy hydration.
• Apple Blackcurrant Wonky Fruit Water (27x200ml) Cold-pressed apple and blackcurrant juice mixed with still water in 200ml cartons, fortified with added Vitamins C and D, sold as a case of 27x200ml; targeted at families and children.
• Sweet & Sour Apple Wonky Fruit Water (27x200ml) Sweet and sour apple wonky fruit water in 200ml cartons, with added vitamins C, D and iron, sold as a case of 27x200ml; targeted at children and family hydration.
• Mango Apple & Orange Wonky Fruit Water (27x200ml) Mango, apple and orange wonky fruit water in 200ml cartons, fortified with added Vitamins C, D and iron, sold as a case of 27x200ml; targeted at family and children hydration.
• Orange Cold-Pressed Juice in Carton (27x200ml) Orange cold-pressed juice in an eco-friendly 200ml carton format, sold as a case of 27x200ml, positioned for on-the-go single-serve consumption.
• Orchard Box (36-drink variety box) Ultimate variety box of 36 drinks spanning the full Flawsome! range including cold-pressed juices, sparkling drinks, fruit waters, and health shots; targeted at households and gift buyers.
• All Range Mini Variety Box (21 drinks) Mini variety box of 21 drinks across the full range (8 shots, 4 sparkling, 3 fruit waters, 5 juices), targeted at consumers wanting to sample the entire Flawsome! portfolio.
• Juice Variety Pack (12x250ml) Variety pack of cold-pressed juices in 250ml bottles, sold as a case of 12x250ml, for consumers wanting a mix of juice flavours.
• Shot Variety Pack Variety pack of functional 60ml health shots combining immunity, gut health, and defence formulations, for health-conscious adult consumers.
• Wonky Club Subscription Recurring subscription service for Flawsome! drinks offering over 10% savings, free UK delivery on orders of 2+ cases, and flexible skip/cancel options; targeted at repeat individual consumers and households.

Quantifiable outcome

• 77 million fruits rescued from waste
• +4 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Innocent Drinks: UK-founded cold-pressed juice and smoothie brand — the closest category and geography peer to Flawsome!, with a comparable no-added-sugar positioning and broad UK retail footprint. Now owned by Coca-Cola, illustrating both the playbook and the competitive scale gap.
• Plenish: UK-based cold-pressed juice, plant-based milk, and functional shots brand — direct overlap with Flawsome!'s juice and health-shot ranges and similar premium/health positioning. Now owned by Britvic.
• Press London: London-based cold-pressed juice and wellness-shot company with strong foodservice and DTC presence in the UK — directly comparable on product mix (juices, shots), channel strategy, and target consumer.
• Cawston Press: UK pressed juice and sparkling juice brand sold across UK grocery — overlaps with Flawsome!'s juice and lightly sparkling ranges and similar target demographics.
• Suja Juice: US-based organic cold-pressed juice company with comparable no-added-sugar, functional positioning — a relevant transatlantic analogue for Flawsome!'s product and brand strategy.
• Evolution Fresh: US cold-pressed juice brand (formerly Starbucks-owned) with supermarket distribution — comparable product category and foodservice-retail channel mix, illustrating scale benchmark.

Broad incumbents

• Rubicon: Established UK juice and exotic-drinks brand with broad grocery distribution — a broader incumbent in the same shelf set as Flawsome!, representing the kind of scaled competitor that constrains shelf access.
• Britvic: Major UK-listed soft drinks group and owner of Plenish — competes with Flawsome! in cold-pressed wellness beverages while leveraging the scale, distribution, and trade-spending power of a top-five UK bottler.
• Tropicana (PepsiCo): Global juice incumbent owned by PepsiCo with deep UK retail relationships — illustrates the large-scale competitor Flawsome! must coexist with in supermarket shelf negotiations.

Emerging players

• Karma Cola: UK indie mission-driven beverage brand with a sustainability/ethical-sourcing narrative — comparable to Flawsome! in independent-brand positioning and indie retailer presence, though in carbonated soft drinks rather than juice.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/flawsomedrinks
• LinkedInlinkedin.com/company/10959432
• Instagraminstagram.com/flawsomedrinks
• TikToktiktok.com/@flawsomedrinks

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Flawsome!