REINVENTING SOFT DRINKS.
For decades, sugar has dominated the soft drinks industry, shaping the way soft drinks taste, feel, and satisfy cravings. However, its impact extends far beyond enjoyment, it has fuelled a global health crisis. Linked to obesity, diabetes, and heart disease, excessive sugar consumption is a major contributor to non-communicable diseases (NCDs), which account for 74% of all global deaths.
In response, governments and manufacturers have worked to reduce sugar content, but many solutions have simply replaced it with artificial sweeteners and chemical preservatives, quick fixes that come with their own risks. Cutting sugar shouldn’t mean compromising on health, taste, or function. Soft drinks need more than reformulation. They need reinvention.
The artificial sweetener dilemma.
To reduce sugar content, many manufacturers have relied on artificial sweeteners like aspartame and sucralose, marketed as guilt-free alternatives. However, growing scientific evidence suggests they may do more harm than good, leading to increased consumer skepticism and regulatory scrutiny.
In 2023, the WHO classified aspartame as “possibly carcinogenic”, citing links to liver cancer. A 2022 study published in Nature found that artificial sweeteners can disrupt gut microbiota, leading to metabolic disorders, glucose intolerance, and obesity. Research also indicates that they may intensify sugar cravings, causing higher consumption of sugary foods rather than reducing intake. Additionally, a 2023 study in The BMJ linked long-term artificial sweetener consumption to an increased risk of cardiovascular disease.
With 53% of UK consumers actively avoiding artificial sweeteners, and major food regulators reviewing their long-term safety, the demand for clean-label, naturally sweetened soft drinks is no longer a niche preference, it’s an industry-wide shift. As awareness grows, brands that prioritise science-backed, natural alternatives will lead the next generation of soft drinks.
The problem with artificial preservatives.
For decades, chemical preservatives have been a staple in soft drinks, designed to extend shelf life, prevent spoilage, and maintain flavour stability. But as consumers demand cleaner, more natural alternatives, the risks of these additives are coming under greater scrutiny.
Beyond individual health concerns, long-term exposure to synthetic preservatives has been shown to disrupt the gut microbiome, contributing to inflammation, insulin resistance, and an increased risk of obesity and diabetes.
With growing consumer awareness and regulatory pressure, manufacturers are racing to find alternatives, yet innovation in this space remains limited. Simply removing artificial preservatives isn’t enough, the industry must develop science-led solutions that preserve quality without compromising health.
At the same time, consumer preferences have shifted dramatically. Health-conscious shoppers are actively seeking better, more transparent choices, driving demand for clean-label soft drinks, free from sugar, artificial sweeteners, and chemical preservatives. What was once a niche trend is now redefining the industry.
Why we’re redefining soft drinks.
At Hydrate, we believe the industry doesn’t need another reformulation, it needs reinvention. Through Vision 2030, we are eliminating sugar, artificial sweeteners, and preservatives, while pioneering a science-led approach to hydration. Our commitment to clean-label innovation, functional performance, and next-generation soft drinks technology is reshaping what soft drinks can be. The future of hydration isn’t about cutting corners, it’s about creating a new standard. The next generation of soft drinks starts now.