Ugly Drinks co-founder: 'The ugly truth in soft drinks that needs to be exposed' 

How the duo behind Ugly Drinks came up with a big and bold brand idea to tempt consumers to switch from big soda.
Launched in 2015, Ugly is a soft-drink founded by Hugh Thomas and Joe Benn, both having previously worked at Vita Coco. It’s sold in 4000+ stores in the UK including the two biggest supermarkets Sainsbury’s and Tesco. The products come in four natural fruit flavours and are made from sparkling water, with no sugar, sweeteners or calories.
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