Over 80% of UK adults agree that looking after their health is important and almost 50% will pay more for a low calorie drink. But we are a contradictory nation; sugary cola represents over half of all pop drunk. When and why are people choosing to drink healthy over swigging down a sugar hit?

Marketed as 'nature’s Gatorade', Vita Coco has become popular way beyond the gym. It has a 60% market share in the US, and over 90% in the UK, where it’s the fastest-growing non-alcoholic drinks brand. But just how did Vita Coco turn coconut water into a global phenomenon?

The fizzy drinks industry has lost $4.5 billion in a decade, and suffered a 1.5 billion litre decline in sales in the past two years alone. Can low sugar, high sophistication soft drink DRY Soda do for the fizzy pop market what the craft movement has done for beer?

No longer is ‘thirst quenching’ a good enough reason to purchase a soft drink. People are choosing beverages based on what “innovative” feature or added nutritional value they contain, as highlighted by a 2014 Beverage Industry report.