How CANS is redefining sugar-free as the new cool

For me personally my journey started during COVID, I realized how sugar and artificial sweeteners dominated our drink options. When I tried to avoid both, my choices dwindled to water, tea, or coffee. Having spent over 16 years at Red Bull, I knew the industry inside out but also felt a growing concern about the overconsumption of sugar and the metabolic effects of sweeteners. The idea for CANS came from my co-founder Jaroslav Beck, and during a steak dinner with him & Jan Rambousek CANS was born! It started as a side project, but by August 2023, we launched in the Czech Republic as a proof-of-concept.

Our team is the perfect mix of creativity, entrepreneurship, and industry experience. Jan, a brilliant designer, shapes the brand's visual identity and runs the internal CANS creative team (we do everything in house and don’t use agencies). Jaroslav, who previously co-created Beat Saber, and who came up with the idea drives our product development and innovation. My role is to bring industry know-how, having worked globally with Red Bull. We also welcomed many ex-FMCG colleagues who share our mission and thrive in our dynamic culture.

We want to reduce the overconsumption of sugar and sweeteners by creating high-quality, non-sweet drink options. Our mission is to save 10,000 tonnes of sugar (that’s 2.5 billion sugar cubes!) by 2030. So far, we have sold almost a million cans, which is 35 tonnes of sugar (or 8.75 million sugar cubes) so we have some work to do! Our drinks aim to offer the same satisfaction and "cool factor" as sugar-laden alternatives but without the guilt or health drawbacks. We believe people don't want to be preached to about health—they want something they genuinely enjoy and are proud to hold.

Our process is simple yet meticulous. The fruit comes from farms, is mashed, and then combined with Alpine spring water from Austria, known for being microplastic-free. It’s a clean, natural approach that ensures taste and quality. For our upcoming U.S. launch, we’ve sourced a similarly pristine water source. We’re also working on achieving bio-certification for our products, reflecting our commitment to transparency and sustainability.

We started with Cherry and Lemon Lime because we liked them personally. Then we added Apple & Elderflower, which we selected based on a public tasting event. Interestingly, Apple has become a standout, with 100% incremental sales—it doesn’t cannibalize the others. It’s amazing to see consumer excitement around our simple yet authentic flavors.

Absolutely! While we began with flavored water, we aim to expand into other soft drink categories—all staying true to our non-sweet philosophy. Think of CANS as building the non-sweet category for soft drinks, much like Diet Coke created a sugar-free niche in the 80s. We’re also exploring functional drinks—products that “do something for you.” Watch this space.

We’re currently in stores across the Czech Republic and Slovakia, and online for Germany (visit here). Next up are launches in the UK and the U.S. in the first half of 2025. Our strategy is to grow organically, starting online and expanding into physical stores with the right partners. The aim is to reach more markets while staying true to our mission of creating a positive impact.

Curious about CANS and what the three flavors actually tastes like? Then stop by at the ISPO Award Exhibition in Hall B1 for a try.