‘For something to taste good, it doesn’t need to be sweet!’ Ugly water eyes up new opportunities for unsweet beverages

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‘For something to taste good, it doesn’t need to be sweet!’ Ugly water eyes up new opportunities for unsweet beverages

Category : Food & Beverage

The founders of Ugly, an unsweet, fruit infused sparkling water brand, believe consumer palates will become less focused on sweet in the coming years. This can open up opportunities for beverages such as unsweetened iced tea, unsweetened cold brew coffee, and further innovations in bottled water. 

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