British brand YEW has announced the launch of its new range of flavoured sparkling water drinks that are claimed to be “super natural”.
Rolling out in Selfridges, online, and in select independent cafés and shops around the UK, YEW says it is aiming to offer a genuine alternative to sugary and caffeinated sodas and energy drinks.
With a strong emphasis on taste, YEW is initially launching with three flavours – Crisp Apple, Pink Rhubarb and Zesty Lemon – available in 440ml tallboy cans (RRP £2). They contain no sugar, calories and unnatural ingredients.
The brand noted that soft seltzer has emerged as the fastest-growing category in hydration, with the market expected to grow by 12.6% this decade. This growth has largely been driven by a consumer shift away from sugary sodas towards healthier drinks.
Francesca Zampi, co-founder of YEW, said: “I spent nearly a decade living in the US, where stylish soft seltzers are mainstream, and noticed a significant gap in the UK market for similar healthy drinks with a compelling story and uplifting vibe.
“Every time I returned to the UK, I was struck by the absence of such options. When I finally moved back to London, the potential to tap into this underserved market was increasingly exciting, and that’s what led me to create YEW, a brand that brings a fresh option to the shelves with dynamic branding and vibrant flavours.”
