Dash Water, founded by Alex Wright and Jack Scott, has grown into a significant player in the seltzer market, reaching nearly $10 million in retail sales last year and aiming for $20 million in 2022. The company, which secured a $2.1 million funding round in January with investments from industry veterans, has achieved a 35% market share in the UK seltzer category. Their success is largely attributed to their innovative use of 'wonky' fruits and vegetables—produce rejected by supermarkets for cosmetic reasons—addressing food waste in the UK where 30-40% of all produce doesn't reach consumers.
The journey was not without significant hurdles. Early on, the founders faced a major setback when their first production batch was contaminated, costing them a substantial amount of money and time. On one occasion, they drove to North Wales to collect spring water, only for it to be contaminated upon their return. These early failures, however, were seen as crucial to building an authentic brand. Despite these challenges, Dash Water successfully launched into Selfridges after 2.5 years of product and brand refinement.
The co-founders' background in sales for Cawston Press and their farming roots, which exposed them to food waste, inspired the brand's unique selling proposition. Initially, they considered emphasizing the sugar-free aspect of their seltzers, but consumer feedback from early sampling in Battersea Park revealed a stronger interest in their use of wonky fruit. This focus resonated deeply with consumers and became a key differentiator against larger rivals like San Pellegrino and Evian. The brand also credits its early investment in direct-to-consumer (DTC) sales and B Corp certification for its resilience, especially when 65% of its out-of-home sales were lost overnight at the start of the COVID-19 pandemic, leading to a 100% growth in online sales that year.
