# PURA Beverage Co. (Pty)

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/pura-beverage-co-pty

- Industry: Consumer Products
- Headquarters: Cape Town, South Africa
- Website: www.livealittlepura.com
- Latest round: Series A (Feb 12, 2019)
- Investors on record: 1

## About

Founded in 2017, and based in Cape Town, South Africa, Pura Beverage Company is dedicated to producing healthier beverage alternatives, specializing in low-calorie soft drinks and nutritious juice options for children, catering to health-conscious consumers. The company focuses on creating healthier beverage options and has undertaken one investment deal. Greig Jansen serves as the CEO. In September 2025, PURA Beverage Co. (Pty) Ltd raised ZAR 260 million in venture funding from an unspecified investor. Pura Beverage Company specializes in providing healthier beverage options through its core offerings, which include PURA SODA and PURA KIDS products. PURA SODA features a range of award-winning, low-calorie soft drinks made from natural sugars and flavors, free from artificial preservatives and colorants. This product line is designed for consumers seeking enjoyable refreshment without sacrificing taste. PURA KIDS offers juice boxes made with natural flavors and lower levels of natural sugars while remaining free from artificial ingredients, catering specifically to families looking for nutritious options for children. The company operates primarily in South Africa and the USA, focusing on both direct consumers and retail partnerships. Pura Beverage Company has experienced consistent revenue growth, doubling its sales year on year since inception. The company operates through a model that includes both direct-to-consumer sales and partnerships with retailers and wholesalers. Transactions typically involve retailers stocking PURA’s flagship products, which are marketed toward health-conscious individuals and families. Pricing strategies are structured around competitive retail pricing, ensuring accessibility for a broad customer base. The company will use the September 2025 funding to scale brand-building, expand product listings, and strengthen distribution networks, particularly in the U.S. where demand for natural sugar drinks is surging.

## Funding rounds

- Series A, Feb 12, 2019 — Knife Capital

## Investors

- Knife Capital (https://capitalatlas.ai/funds/knife-capital) — Series A