Food and Drink Awards 2025 | 23 Best Emerging Wellness Beverage Brand 2025 – UK Wow Cacao isn’t just another wellness drink – It's a new way to experience one of the world’s most powerful superfruits: the cacao pod. Most people know cacao for chocolate, but what they don’t realise is that the juicy pulp that surrounds the beans is packed with vitamins, electrolytes, and polyphenols. Wow Cacao is the UK’s first cacao water brand, using this overlooked part of the cacao fruit to create a healthy, indulgent, and moodlifting beverage that’s not only hydrating but also rich in antioxidants. All while also tackling waste in the chocolate industry, too. The beverage sector is experiencing a major shift, where consumers are choosing to drink less alcohol, as well as becoming more ingredient-conscious, and seeking products that offer both function and flavour, minus the added sugar and sweeteners. Enter Wow Cacao, the upcycled cacao drink, a refreshing, tropical-flavoured, clean alternative that maximises existing land use and resources. “Instead of discarding the cacao pulp, we turn it into a feel-good drink” says Founder, Pam Thornton. “The challenge has been education – helping people understand that cacao is more than chocolate, but that’s also what makes this journey so exciting.” Pam is a veteran cocoa trader who has been roaming cocoa farms around the world for more than 40 years. Her work has included evaluating crops to estimate price and supplying beans to global chocolate makers. Pam and the team at Wow Cacao boast a combined more than 70 years’ experience within the cocoa industry, spanning farming, trading, sustainability and product development. Their passion isn’t just about developing a new market for cocoa growers, but also minimising waste. Wow Cacao currently sources pulp/juice from trees in the coastal regions of Guayas and Santa Elena, Ecuador. A state-of-the-art irrigation network was installed in Cerecita in the 1990s, which made farming possible on the semi-arid lands of the Santa Elena Peninsula. There has been no deforestation here and the proximity to a major port has ensured installation of the infrastructure necessary to develop the rapid collection, processing and export of cacao pulp and juice. Similar juice is available in Brazil, including from a farm Pam partly owns, but given its huge fresh juice culture, it all gets consumed locally. At some point similar developments in West Africa, where most cocoa is grown, might enable sourcing there but for now the high quality and consistency of the Ecuadorian product makes it the obvious choice. “We help deliver more of the cacao pod’s full potential. 5000 years ago, long before chocolate, the precious juice, renowned for its strengthgiving, medicinal and sacred properties, was used as a beverage and as an offering to the gods during Meso American rituals. We have connected ancient tradition with modern wellness culture, resonating with a new generation that craves authenticity, transparency, and purpose in what they consume.” What’s next for the brand? Pam reveals “We are promoting across wellness, hospitality, and lifestyle channels – from collaborations with health-focused bars and clubs to partnerships in the spa and fitness space. As people continue to move towards mindful drinking, we see huge potential for cacao water. It’s designed for modern lives: a refreshing reset between meetings, a post-workout boost, a mindful swap for your usual glass of wine. Or simply a delicious healthy drink that can be enjoyed by the whole family. It’s made from frozen pure juice, which we dilute, and naturally contains a broad spectrum of vitamins, minerals and polyphenols which we then fortify to ensure consistency. There are no added sugars or sweeteners. Available in still or sparkling versions. “We’re working on new product innovations. An energy variant will be available in Q226. We will also be introducing 100% pulp pouches designed for the hospitality and food industry to demonstrate the versatility of the taste and expand awareness. Pulp can be used like acai in bowls and smoothies but also in savoury haute cuisine. And it makes amazing desserts.” To conclude, we take a look at what some Wow Cacao fans have to say: “What an incredible drink! I love how it is made, what it’s made from, and the fact it is so hydrating and packed with healthy goodness! A drink that tastes good and does good! Love it!” “At last, I have found a lovely sparkling drink, that is healthy and a nice change in the evening.” “I’ve been enjoying the Wow Cacao waters in the morning, and it gives me such a boost! Tastes great and feels good to know I’m starting the day with my daily dose of electrolytes!” Contact: Pamela Thornton (hello@ drinkwowcacao.com) Company: NutriJu Ltd t/a Drink Wow Cacao Website: www.drinkwowcacao.com Social Media: #drinkwowcacao
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