With experience from a U.K. coconut water startup under their belts, Hugh Thomas, CEO of Ugly Drinks, and his co-founder Joe Benn mapped out an idea (in a British pub, no less!) to change the beverage game by crafting something that tasted good without making you feel bad.

One look at their current product line, which consists of fruit-flavored sparkling water with no sugar, sweeteners, calories, or anything artificial, along with a new zero-calorie, zero sugar energy drink (thanks to advice from their consumers), tells us they’ve done just that!

Listen in as Hugh shares how he educated an entire marketplace and initiated a positive rebellion against the sugar-laden soda and energy drink culture.