S2EP1: Hugh Thomas, CEO and Co-Founder of UGLY Drinks talks to us about BRAVE DECISIONS


Manage episode 247518544 series 2538341
By Fiona Fitz of Fiona Fitz Consulting. Discovered by Player FM and our community — copyright is owned by the publisher, not Player FM, and audio is streamed directly from their servers. Hit the Subscribe button to track updates in Player FM, or paste the feed URL into other podcast apps.
UGLY DRINKS was founded by best friends Hugh Thomas and Joe Benn in 2017. Coming from Vita Coco, they were concerned at the lack of healthy or unsweetened- options in the soda category for the average family. UGLY is a range of sparkling water that is flavoured but unsweetened, in brightly coloured, potentially iconic CAN, and is setting out to challenge the Ugly Truth behind Big Soda.
Ugly’s website positions it as “just a drink, no unobtainable lifestyles, no ridiculous promises”…and somewhat bravely (given the enormous competitors in this space) asks us to “Can the Other Cans”.
Listen to Hugh Thomas discuss the brave decisions he and his co-founder have made around brand and category positioning, naming & flavouring, setting up in the USA and funding/invesment and its role in driving growth!

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