Award winning B Corp drinks brand responds to consumers increasingly prioritising quality, ingredients, functionality and purpose
As consumers become more considered about what they eat and drink, a new definition of premium is emerging across food to go, retail and hospitality. Taste and quality remain essential, but increasingly consumers also want better ingredients, credible sustainability, added functionality and brands with a story they can understand and believe in. For operators, that creates an opportunity for drinks brands capable of delivering more than refreshment alone.
Award winning B Corp Flawsome! Drinks is built around one simple idea: taking perfectly good wonky and surplus fruit that might otherwise go to waste and turning it into delicious drinks. The shift towards more conscious consumption is becoming increasingly visible, with B Lab UK research finding awareness of B Corp Certification has reached 51% of the UK public, while 63% say certifications help inform decisions about the businesses they buy from or work for.
At the same time, premiumisation within soft drinks continues to gather pace. The 2026 Fentimans Premium Soft Drinks and Mixers Market Report, produced in partnership with NIQ, found UK On Premise sales of soft drinks and mixers reached £4.7 billion in the 12 months to mid-July 2025, with juice growing 7.3% year on year. More than half (51%) of consumers surveyed also said they would be willing to pay more for a soft drink offering additional functional health benefits. For Flawsome!, these trends go hand in hand.
Founded by Karina Sudenyte and Maciek Kacprzyk in 2018, the brand began after the pair discovered how much perfectly good fruit can be rejected before reaching consumers simply because of its size, shape or appearance. Today, Flawsome! purchases wonky and surplus fruit from growers and transforms it into a range spanning 100% cold pressed juices, lightly sparkling fruit drinks, functional health shots, kids fruit waters and one litre juice formats for hospitality and foodservice. In doing so, the brand has now helped give a second chance to more than 105 million pieces of wonky and surplus fruit.
But the proposition is not sustainability at the expense of quality. Flawsome! recently secured its 13th Great Taste Award, adding further recognition to a range built around flavour as much as purpose. Its 100% juices are cold pressed to retain the natural flavour of the fruit, with no added sugar, sweeteners or artificial flavourings, while the wider portfolio caters to occasions ranging from grab and go and lunchboxes to breakfast service, cafés, restaurants, bars and workplace catering. For operators, it means a drinks range with a sustainability story customers can understand immediately, while still delivering the quality and versatility expected from a premium offer.
“Consumers still want something delicious, but increasingly they also care about what is in it, where it comes from and what the brand behind it stands for,” says Karina Sudenyte, Co Founder of Flawsome!. “For operators, that creates a real opportunity. Premium should mean more than a higher price point. It should deliver better quality, ingredients, functionality and purpose. That is exactly what Flawsome! was built to do. We turn perfectly good wonky and surplus fruit into great tasting drinks, giving operators a simple sustainability story customers can understand in seconds and a quality product that keeps them coming back.”
As a Certified B Corporation, Flawsome! is independently assessed against standards covering its impact on people, communities and the planet, offering further reassurance at a time when both consumers and businesses are scrutinising sustainability claims more closely. Its growing presence across hospitality, retail and leisure, including partnerships and listings with names such as Zizzi, Royal Ballet and Opera, Kew Gardens, Booths and National Trust for Scotland, reflects rising demand for brands able to combine commercial appeal with a clear and credible purpose.
There are practical benefits for foodservice too. Flawsome!’s ambient range can be stored and transported without chilled distribution, while formats stretch from individual grab and go serves through to one litre juices for higher volume hospitality occasions. For operators looking to strengthen their drinks offer, Flawsome! brings together many of the factors increasingly influencing consumer choice: great taste, recognisable ingredients, credible sustainability, functional options and a story customers can understand at a glance.
As expectations continue to evolve, the next stage of soft drink premiumisation may increasingly belong to brands that give consumers a compelling reason to choose them beyond refreshment alone. Because when a drink can deliver great taste, quality ingredients and measurable impact, sustainability stops being an optional extra. It becomes part of the value of the product itself.