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?

At a time when food origins can be easily traced and disputed, brands are increasingly eager to open up and build trust. Honest Tea has a strong commitment to transparency, from their unconventional marketing to their organic products.

Coke is addictively fizzy and OJ is a deliciously sweet nectar, especially for kids. How has AquaBall – water with no sugar, artificial colours, flavours or calories – nabbed 2% market share in two short years? What’s in AquaBall’s recipe that makes it such a success?

When people think of ice tea, sugary cans of Lipton often come to mind. But a new brand called Virtue is looking to shake up the iced tea category with a low-calorie drink it claims will generate £1 million within two years and rival coconut water with a more mainstream taste.