Pura | The Cane Sugar Comeback

After years of “zero sugar” dominance, cane sugar is making a strong return. Clean-label brands like Pura, which just raised $15M, are leading the charge, offering natural cane-sugar sodas that appeal to athletes and health-conscious consumers tired of artificial sweeteners. People want real fuel, not fake substitutes, and the market is responding. Even Coca-Cola is getting in on the trend, planning a U.S. rollout of a cane sugar line this fall.

The Playbook Take — Real sugar, in moderation, is being reframed as performance-friendly fuel. Whether it’s pre-workout energy or a post-training pick-me-up, authentic sugar is earning a seat back at the table. Expect more brands to lean into this shift, combining clean ingredients with functional performance benefits. Also shoutout to Sport Drink for helping lead this category shift back to OG human roots.