PURA’s better-for-you carbonated soft drinks combine – low sugar, no artificial colours, natural flavours and an everyday low price point.
Less than a year after its retail launch, PURA has already surpassed popular independent local brands like BOS Iced Tea, Just Juice and Frankies in terms of unit sales per outlet and is starting to challenge incumbents like Sprite, Fanta, Pepsi and Appeltiser on a head-to-head basis.
With a tailwind of healthy living trends and sugary drink tax legislation driving it forward both in South Africa and globally, PURA decided to raise capital to fund a marketing campaign in order to educate the market about its healthier option for consumers seeking refreshment.
“We’re really pleased with Knife Capital as our first institutional investor and the transaction Novitas negotiated with them that has aligned everyone’s interests going forward. This has perfectly positioned Pura to achieve its long term goal of defining a new better-for-you carbonated soft drink category,” says PURA CEO, Greig Jansen.
“Within tight timeframes Novitas was able to understand our business, produce transaction documentation, engage with investors and close a deal that achieved our valuation requirements,” added Sean Smuts, PURA CFO.
“The Novitas team did an exceptional job in guiding us through the transaction start to finish.”
Novitas Capital Advisors is a full-service corporate finance firm that brings together a wealth of industry, advisory and transaction experience to provide a first-class offering to its clients. Novitas helps clients achieve their value creation goals through a meticulous approach and swift deal execution. Its principals have successfully concluded over 85 M&A and capital raise transactions, locally and abroad.
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