The Pura Beverage Company proudly joined South Africa’s beloved ice pop makers, Pop Co, for a celebratory product pairing at the United States Consulate General in Cape Town’s annual Independence Day celebration on Wednesday, 4 June at the U.S. Consul General’s residence. The pairing was a symbolic moment for the South African beverage brand responsible for redefining the global soda market.
In the spirit of strengthening commercial diplomacy and private sector cooperation for mutual benefit, The Pura Beverage Company’s participation in the event highlights the brand’s increasing momentum in the U.S., where demand for real, better-for-you beverages has skyrocketed. With American, South African, and global consumers increasingly disillusioned with artificial sweeteners and zero-sugar shortcuts, Pura’s simple promise – less sugar, more taste, and zero nonsense – has found fertile ground at home and abroad.
The exciting pairing with Pop Co – which fit right into the U.S. Consulate’s “County Fair”-themed event – showcased Pura’s collaborative spirit and its commitment to transatlantic innovation. Pop Co is a fellow disruptor in the food industry, offering a celebration of fun, flavour, and forward-thinking.
“In the past year alone, sales of beverages with 100% natural cane sugar have jumped by over 50% in the U.S., reaching more than $600 million in revenue,” said Greig Jansen, CEO of the Pura Beverage Company, at the American-hosted event. “Pura anticipated this global shift nearly a decade ago. We’ve always believed that consumers deserve real ingredients and great taste, and we’re proving that soda can be delicious, while contributing to your overall wellness goals.”
With growing distribution across major U.S. retailers and an ambitious plan to increase shelf velocity, the product tasting reinforced the Pura Beverage Company’s mission to become the world’s next beverage unicorn. “The U.S. has been a phenomenal market for us, and we don’t take that for granted,” Jansen added. “The event was not just a brand activation, but a gesture of gratitude. We value our relationship with the United States deeply, and we’re committed to growing that partnership with purpose, pace, and positivity.”
“The United States is committed to engaging African nations as commercial partners and prioritizing investment to drive mutual prosperity. That means facilitating private sector cooperation and growth. The Pura Beverage Company’s interest in trade partnerships and investment and their dedication to bold innovation makes them a great partner for advancing commercial diplomacy between our two nations and results in a product that resonates well with American consumers. We’re proud to showcase Pura and their American partnership here in Cape Town today,” commented Stacy Barrios, spokesperson for the United States Consulate General in Cape Town.
Beyond product innovation, the Pura Beverage Company is also a certified sustainable business. Pura Soda offers consumers more than just a beverage, championing the movement towards wellness choices that can help individuals live a better life. With operations spanning Southern Africa, Europe, the Middle East, and North America, the company continues to expand into new global markets, one naturally sweet, effervescent sip at a time.