A relentless mission to remove
sugar, artificial sweeteners
and preservatives from soft drinks.

1753 Days
13 Hours
41 Minutes
31 Seconds

By 01.01.30 we will eliminate sugar, artificial sweeteners
and preservatives from soft drinks. The countdown has begun.

WHAT IS VISION 2030?

In 2022, Hydrate launched Vision 2030, our blueprint for the future of soft drinks. This science-led transformation is focused on eliminating sugar, artificial sweeteners, and preservatives while redefining what’s possible in taste, function, and sustainability. Achieving this ambitious goal requires a structured, R&D-driven roadmap, one that systematically dismantles outdated soft drink formulas and replaces them with cleaner, smarter, and more advanced solutions.

Executing Vision 2030, how we are making it happen.

Vision 2030 isn’t just a statement; it’s a fully operational R&D roadmap that drives every innovation at Hydrate. At the heart of this mission is our Innovation Centre, the hub where new formulations, molecular refinements, and functional enhancements are developed and tested. Driven by R&D, we are pioneering proprietary clean-label sweetening, preservation, and functional hydration technologies. Our scalable precision manufacturing ensures that every advancement is viable for large-scale production. By 2030, we will have completely reinvented the soft drinks category.

A NEW ERA FOR SOFT DRINKS.

The industry has attempted quick fixes, such as reducing sugar or introducing artificial replacements, but these are short-term solutions that fail to address the real problem. Soft drinks don’t need to be adjusted; they need to be completely reengineered.

OUR FIVE KEY FOCUS AREAS.

SUGAR
SWEETENERS
PRESERVATIVES
FLAVOUR
FUNCTION