Sustainability, hydration and hip branding combine with the TRASH cacao fruit water that has made its official launch at Taste of London to offer consumers an alternative to coconut water and other beverages.
The drink was developed by entrepreneur, chocolatier and founder of Choc on Choc Flo Broughton who recognized the opportunity to rescue the nutrient-rich pulp from cocoa beans from being discarded. The drinks contain 30% rescue cacao fruit and 70% water with no added sugar yet deliver a crisp, tropical taste with 40mg of vitamin C, 150mg of potassium and 28mg of magnesium in every serving. The sustainable beverage makes use of the roughly 70% of the cacao fruit that's wasted through cocoa processing.
Broughton commented on the TRASH cacao fruit water saying, "I spent twenty years making chocolate before I really sat with the fact that we throw most of the fruit away. Once you have seen it, you cannot unsee it. Trash is my way of proving that trash can become treasure as we rescue this fruit. Farmers benefit too, earning around 30% more income per cacao pod when the whole fruit is used."
Key Themes Behind This Trend
- Upcycled Hydration
- Discarded fruit byproducts are becoming premium beverage inputs, creating space for low-waste drinks that combine sustainability claims with everyday refreshment.
- Functional Fruit Waters
- Nutrient-rich waters with naturally occurring vitamins and minerals are expanding beyond coconut water, giving brands room to differentiate through novel botanical sources.
- Waste-to-wellness Branding
- Bold packaging and circular-economy storytelling are helping transform food waste into aspirational wellness products with strong shelf appeal.
Where This Applies
- Beverage
- Alternative hydration formats are broadening the competitive set for water, juice, and sports drinks through sustainable ingredients and clean-label nutrition.
- Cacao Processing
- Whole-fruit utilization can create new revenue streams for cacao supply chains while reducing dependence on chocolate as the primary commercial output.
- Sustainable Packaging
- Eco-positioned beverage launches are increasing demand for packaging systems that reinforce circularity, premium branding, and reduced environmental impact.
