SA’s Pura Beverage Company Raises USD 14 M To Disrupt Global Soda Market

Pura Beverage Company, a South Africa- and UK-headquartered disruptor in the global drinks industry, has secured a ZAR 260 M (~USD 14 M) investment from a leading global investment firm to accelerate international growth.

Founded in 2017 by Greig Jansen, Pura has carved out a niche in the USD 1.4 T non-alcoholic beverage market by pioneering low-sugar, preservative-free sodas made with natural ingredients. Its products are already stocked across Southern Africa, the U.S., and parts of the Middle East.

The fresh capital will be used to scale brand-building, expand product listings, and strengthen distribution networks, particularly in the U.S. where demand for natural sugar drinks is surging. Pura’s backers describe it as a brand “set to lead the next soda revolution.”

The company, which previously announced a Series A led by Knife Capital in 2019, says the investment will support hiring top talent and broaden its product portfolio as it positions to reshape global beverage consumption.