The U.K.'s Ugly Drinks is offering an alternative to sugary drinks and mineral water with its monthly home delivery, capitalizing on consumer demands for seltzer water and convenience

Consumers today are cognizant of the health risks that go along with sugary beverages. Earlier this year, the United Kingdom placed a tax on sweetened drinks with a sliding scale based on sugar content. London-based beverage company Ugly Drinks is looking to fill the gap by announcing its subscription service for sugar-free seltzer water.

While mineral water is more popular in the U.K. than seltzer, many consumers find seltzer to be a nice alternative to soda as it can feature fruit flavors without the calories. Ugly Drinks aims to marry the demand for fizzy drinks with the convenience of a subscription service, ensuring the consumer never runs out. A 24-can subscription includes free shipping and costs £19.99 a month.

The sugar tax creates an ideal situation for Ugly Drinks to excel. According to co-founder Hugh Thomas, “In the U.K., the sugar tax [has helped make] consumers very aware of what they’ve been drinking for a long time and I think that’s pushed people to consider different options.” Furthermore, by incorporating differentiating features such as subscription-based delivery service and a street art-inspired aesthetic, Ugly Drinks hopes to edge out competition with mineral water and popular brands like LaCroix.

Ugly Drinks

Consumers today are cognizant of the health risks that go along with sugary beverages. Earlier this year, the United Kingdom placed a tax on sweetened drinks with a sliding scale based on sugar content. London-based beverage company Ugly Drinks is looking to fill the gap by announcing its subscription service for sugar-free seltzer water.

While mineral water is more popular in the U.K. than seltzer, many consumers find seltzer to be a nice alternative to soda as it can feature fruit flavors without the calories. Ugly Drinks aims to marry the demand for fizzy drinks with the convenience of a subscription service, ensuring the consumer never runs out. A 24-can subscription includes free shipping and costs £19.99 a month.