Pura Soda

What Pura Soda does

Pura Beverage Company, operating commercially as Pura Soda, is a privately held South African beverage company founded in 2018 that manufactures and sells clean-label, reduced-sugar carbonated drinks under the PuraSoda® and PuraKids® brands. The adult line comprises six flavors (Seville Orange, Cranberry, Pomegranate, Cucumber Lime, Ginger Ale, Lemon Elderflower) made from a four-ingredient formula — carbonated water, pure cane sugar, real fruit extracts, and citric acid — delivering 65 calories and 13g or less of sugar per 300ml can. The PuraKids® line offers five fruit-extract-infused drinks (Mixed Berry, Pink Apple, Lemonade, Peach, Watermelon) in a 24-pack juice-box format with 8g or less of sugar and no artificial colors or sweeteners, targeting parents seeking cleaner beverages for children.

The business runs a multi-channel GTM: direct-to-consumer via a Shopify storefront at drinkpura.co with flat $5 standard shipping (free over $25), physical retail placement at H-E-B and Sprouts Farmers Market, Amazon via Fulfillment by Amazon and Buy with Prime, and Instacart for same-day delivery. Pricing is unit-based at $34.99 per adult 24-pack, $26.99 per PuraKids 24-pack, and from $24.99 for variety packs; there is no subscription model despite subscription being common in CPG. Marketing is content-led (an educational blog on ingredients, sugar, and carbonation), Instagram, and email, with no app, no API, and no disclosed loyalty program.

The company cites presence in 13 countries, 5 global industry awards, carbon-neutral manufacturing, and 100% recyclable packaging. In September 2025 it raised R260 million (~USD $14.3M) from undisclosed investors to fund U.S. market expansion. Revenue is not publicly disclosed, and no management team, headcount, or financial filings are available.

Name

Pura Soda

Legal name

Pura Beverage Company

Website

https://drinkpura.co

Company type

Private

Founded year

2018

Operating status

Operating

Short description

Pura Beverage Company (brand: Pura Soda), founded 2018 in South Africa, makes clean-label carbonated sodas and children's drinks using real cane sugar and real fruit extracts with no artificial sweeteners. It sells direct-to-consumer online, at H-E-B and Sprouts, and via Amazon in 13 countries.

Ownership category

akta.pro rank

Product category

Carbonated Soft Drinks

NAICS

Soft Drink Manufacturing (312111)

SIC

Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro primary industry

Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks) (CRADAHAB)

akta.pro secondary industry

Baby Drinks (Juices, Waters, Electrolyte/Oral Rehydration Solutions) (CRADAEAH)

Keywords

• Carbonated soft drinks
• Clean label beverages
• Fruit flavored sodas
• Real cane sugar sodas
• Children fruit drinks

Headquarters

HQ city

Not specified

HQ country

South Africa

HQ region

Africa

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (E-commerce): Direct-to-consumer sales through the company's Shopify e-commerce platform at drinkpura.co, offering individual cans, variety packs, and Pura Kids products with shipping to continental US addresses.
2. Retail Distribution: Wholesale distribution through physical retail partners including H-E-B, Sprouts Farmers Market, and other grocery stores. Products also available via Instacart for same-day delivery.
3. Amazon Marketplace: Sales through Amazon using Fulfillment by Amazon (FBA) and Buy with Prime, providing broad e-commerce reach with expedited shipping options.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels4 records

Core offering

Pura Soda manufactures and sells clean-label carbonated soft drinks under two brands: PuraSoda (adult sodas) and PuraKids (children's fruit extract-infused drinks). Both lines use a four-ingredient formula of carbonated water, pure cane sugar, real fruit extracts, and citric acid, with no artificial colors, sweeteners, or additives. Adult sodas contain 65 calories and 13g or less of sugar per 300ml can, while PuraKids products contain 8g or less of sugar. Products are sold in 24-pack cases, variety packs, and through retail and DTC channels.

Product overview

Pura Beverage Company (operating under the brand Pura Soda / PuraSoda) is a South African beverage company offering two complementary product lines. The adult-facing PuraSoda line comprises six carbonated soda flavors (Seville Orange, Cranberry, Pomegranate, Cucumber Lime, Ginger Ale, and Lemon Elderflower), each made with four simple ingredients — carbonated water, pure cane sugar, real fruit extracts, and citric acid — and sold in 24-pack cases as well as two variety packs (Endless Summer and Zest Fest). The PuraKids sub-brand provides five fruit extract-infused drinks (Watermelon, Mixed Berry, Pink Apple, Lemonade, and Peach) positioned as a better-for-you juice-box alternative for children, with 8g or less of sugar and no artificial colors or sweeteners. The portfolio is unified by the company's clean-label philosophy: real ingredients, reduced sugar, no stevia or artificial sweeteners, and carbon-neutral manufacturing with 100% recyclable packaging. The company announced a R260 million investment in 2025 to expand its U.S. market presence.

Differentiator

Problem solved

Functional benefit

Brands

• Pura Kids: A sub-brand offering fruit extract infused drinks for children with flavors including Mixed Berry, Pink Apple, Lemonade, Peach, and Watermelon. Products contain 8g of sugar or less, made with real cane sugar and no artificial ingredients.
• PuraSoda

Products and services

• Seville Orange (PuraSoda) Zesty Seville orange-flavored carbonated soda made with real cane sugar and real fruit extract, sold in 24-pack cases for adult consumers.
• Cranberry (PuraSoda) Cranberry-flavored carbonated soda with a modern twist, bright and balanced, made with real cane sugar; non-GMO and vegan certified. Sold in 24-pack cases.
• Pomegranate (PuraSoda) Rich pomegranate-flavored carbonated soda with a crisp finish, sweetened with pure cane sugar. Sold in 24-pack cases.
• Cucumber Lime (PuraSoda) Light, crisp cucumber and lime-flavored soda made with Florida cucumbers and limes from Mexico and Peru, cold-pressed with just enough cane sugar. Sold in 24-pack cases.
• Ginger Ale (PuraSoda) Crisp, zesty ginger-flavored soda delivering classic spicy-sweet flavor with real ginger warmth and lively bubbles, sweetened with pure cane sugar and nothing artificial. Sold in 24-pack cases.
• Lemon Elderflower (PuraSoda) Floral, citrus-flavored carbonated soda combining delicate elderflower and zesty lemon with a hint of cane sugar. Sold in 24-pack cases.
• Endless Summer Variety Pack Variety pack bundling three core PuraSoda flavors (Seville Orange, Cranberry, Pomegranate) into a 12-pack or 24-pack for everyday sipping and sharing.
• Zest Fest Variety Pack Variety pack bundling three PuraSoda flavors (Cucumber Lime, Seville Orange, Ginger Ale) for classic soda fizz with a fruit-forward twist.
• Mixed Berry (PuraKids) Mixed berry fruit extract-infused drink combining black currant, cherry, raspberry, blueberry, and forest fruit, with no artificial colors or sweeteners. Sold in 24-pack juice-box cases.
• Pink Apple (PuraKids) Crisp, refreshing pink apple drink for children made with real fruit extracts and 8g or less of pure cane sugar. Sold in 24-pack cases.
• Lemonade (PuraKids) Tangy lemonade-flavored fruit extract drink for children with 8g of sugar or less of pure cane sugar and no artificial sweeteners. Sold in 24-pack cases.
• Peach (PuraKids) Bold peach-flavored fruit extract drink for children, made with 8g or less of pure cane sugar and no artificial sweeteners. Sold in 24-pack cases.
• Watermelon (PuraKids) Juicy watermelon-flavored fruit extract drink for children with 8g or less of pure cane sugar, no artificial colors, and no artificial sweeteners. Sold in 24-pack cases.

Quantifiable outcome

• 65 calories per 300ml can with 13g or less sugar
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Amazon (FBA/Buy with Prime)coreTechnology or IntegrationPura Beverage utilizes Amazon's Fulfillment by Amazon (FBA) service and Buy with Prime program for order fulfillment, enabling expedited shipping and leveraging Amazon's logistics infrastructure for reliable delivery.
• InstacartminorChannel Partner/ Reseller/ DistributorPartnership with Instacart for same-day grocery delivery of Pura Kids products, partnered with H-E-B for delivery service.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Spindrift: Spindrift is a sparkling water brand using real fruit essence, sharing Pura Soda's clean-label, real-ingredient philosophy. While primarily sparkling water rather than full soda, Spindrift competes for the same health-conscious consumer and similar shelf placement in natural and mainstream grocery.
• Olipop: Olipop is a leading better-for-you sparkling tonic brand competing directly with Pura Soda in the clean-label, low-sugar soda segment. Both target health-conscious adults seeking alternatives to traditional soda, though Olipop emphasizes prebiotic fiber while Pura emphasizes real cane sugar.
• Culture Pop Soda: Culture Pop is a better-for-you probiotic soda brand positioned similarly to Pura Soda with clean ingredients and a focus on gut health. Both compete in the premium, natural-channel sparkling beverage segment with comparable price points and target demographics.
• Poppi: Poppi is a prebiotic soda brand competing head-to-head with Pura Soda for better-for-you soda shelf space at Sprouts, Target, and other natural retailers. Both target the same 'no artificial sweeteners' consumer with fruity, low-sugar formulations.
• Zevia: Zevia is a zero-calorie, stevia-sweetened soda brand occupying the clean-label soda category. While Zevia uses stevia (not cane sugar) and targets a different sweetener philosophy, both brands compete for the same health-conscious consumer avoiding artificial ingredients.

Emerging players

• Reed's Inc. Reed's is a craft ginger beer and soda brand with a clean-label, real-ingredient positioning similar to Pura Soda. Both brands operate in the premium craft soda category, though Reed's has a more established retail footprint and longer operating history.
• Jones Soda Co. Jones Soda is a craft soda brand known for bold flavors and brand-led marketing, sharing Pura Soda's positioning as a more characterful, less corporate alternative to mainstream sodas. Both target consumers seeking distinctive, smaller-brand carbonated beverages.
• Tractor Beverage Co. Tractor is a kids' organic beverage brand competing directly with PuraKids in the better-for-you children's drink category. Both target parents seeking clean-label, low-sugar alternatives to conventional juice boxes and kids' sodas.

Regional players

• Tenzing Natural Energy: Tenzing is a UK-based natural energy drink brand with a similar clean-label, real-ingredient philosophy to Pura Soda. While primarily an energy drink and UK-focused, Tenzing shares the anti-artificial-sweetener, natural-ingredient positioning that Pura Soda brings to the US soda market.

Broad incumbents

• AHA Sparkling Water: AHA is Coca-Cola's better-for-you sparkling water brand with added minerals, directly competing for shelf space and consumer mindshare with independent better-for-you soda brands like Pura Soda. As an incumbent, AHA has substantially larger distribution, marketing budget, and retail relationships.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCpurasoda
• LinkedInlinkedin.com/company/pura-soda
• Instagraminstagram.com/drinkpuraco

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

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 Pura Soda