The British brand that uses surplus fruit and vegetables to create sparkling soft drinks has partnered with direct-to-consumer platform Iris Nova
Dash Water product shot
Photo as seen on Dash Water Facebook page

Dash Water has expanded its presence in the US market through a strategic partnership with Iris Nova, a tech-enabled beverage distributor. 

Made in Britain, Dash Water uses surplus fruit and vegetables, which would usually go to waste, to create a range of sparkling flavoured soft drinks.

The company claims its products contain no sugar, no calories, and no sweeteners.

Jack Scott (29) and Alex Wright (28) founded Dash Water in 2017. Since then the company has sold more than four million recyclable cans in the UK and EU combined.

“Having built distribution across Europe it’s exciting to take the business to the next level and unlock the US market,” said Wright.

Wright said prior to Covid-19, Dash was on sale in over 80 prime stores in New York via Iris Nova’s wholesale arm “where it performed exceptionally well”.

Direct to consumers

Iris Nova uses a proprietary text-to-order platform that allows each brand in the portfolio the ability to communicate directly and transact with customers over a text message. 

The Iris Nova portfolio features eight challenger beverage brands, including well-known US labels Dirty Lemon. Dash Water is the first soft drink brand Iris Nova is taken on from outside the US.

“[The brand] is compelling not only in the quality and flavour of their products but also in their commitment to sustainability,” said Zak Normandin, Iris Nova founder and chief executive.

Normandin noted that by using otherwise discarded fruit and vegetables in each formula, Dash Water is ahead of where the beverage industry is moving in terms of developing sustainable options for the conscious consumer. “We’re thrilled to partner and help expand their brand presence in the US,” said Normandin.

Dash Water is currently supplied to 12 international markets including supermarkets in Belgium and Holland with further listings in France, Norway, and Singapore with demand for further expansion.

The British brand will be available on the Iris Nova platform from 24 June, making it available for consumers to purchase across the US. 

Date published: 12 June 2020

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