Nacho Alonso, CEO and Founder of Moon Drinks, was hooked on traditional soft drinks for years and, fed up with not finding a healthy alternative on the market, decided to become an entrepreneur and make healthy soft drinks a reality. “The best way to predict the future is… to invent it,” he says. That’s how he founded Moon Drinks SL., the organic and vegan soft drinks company he is running today.
Find out how Eatable Adventures Accelerator Program helped him scale his business, what advice he has retained, and where he sees Moon Water going in the future.
When and for what purpose was Moonwater born?
The project was born at the end of 2017 and has evolved a lot over the years. Our purpose is to contribute to improving the quality of life of people and the planet by creating healthy and sustainable alternatives to traditional beverages.
Traditional soft drinks have not changed their formulas for decades nor adapting or incorporating industry advances and consumer demands. Traditional drinks still rule the market, but they have become obsolete. Consumers are unaware of the alternatives that may exist, and therefore need to be informed about them.
How did you come up with the formula for your soft drinks, and how does it differ from other soft drinks?
It has been a very long and laborious process. The current formula wasn’t found until May 2021 (almost 4 of work). We have launched four versions of our product on the market, and it was consumers and customers who validated it. Because of this, you could say the product was not created by us, but by the consumer only two red lines: we do not compromise health nor sustainability, which are core values for us.
As opposed to traditional soft drinks, we use 100% natural and organic ingredients, with very little sugar and low-calories. Our bubbles are soft, pleasant to the taste, and our flavors are not the traditional ones, we offer innovative flavor combinations that are truly delicious. Our business is to provide new experiences for consumers. In addition, our products are packaged exclusively with aluminum, the most sustainable material for packaging now a days .
How did the Eatable Adventures Accelerator Program help you scale your project?
The experience was truly BRUTAL, completely changing the way we viewed the industry, better understanding the global market, and providing us with the tools we needed to reach our goals. And I can’t forget the most important thing, an amazing team on a professional and personal level.
How do you see the future of Moonwater?
Our company is called Moon Water, we started this “revolution” with the soft drink category by launching Moonwater, but we are developing new products. We have already created an organic energy drink that is a healthy alternative to energy drinks that we plan to launch this year.
While we continue to work on new products and trends, we will also strive to improve existing products, incorporating all the new technologies, both at the production level and in packaging, and improving the entire value chain.
We are very happy with the evolution, we can’t believe it. The company is growing fast in Spain but also abroad, with a strong presence in the Netherlands, Belgium, Switzerland, Denmark, Sweden, Qatar, etc. Our goal is to bring Moonwater to every corner of the world.
What is the most valuable advice José Luis has given you during our Acceleration Program?
That the product had to be at the peak of our project, which is why we will never be completely satisfied with our products, because we are firm believers that everything can be improved, no matter how good it is.