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Interview with Dominic Rice - the Co-Founder of CANS
20/10/25

Interview with Dominic Rice - the Co-Founder of CANS

This week we caught up with Dominic Rice - the Co-Founder of CANS, to talk about why producing sugar-free soft drinks was important, his inspiration and where he would like to see CANS in the future.


  1. Can you tell us the story behind CANS? What inspired you to start it?


CANS wasn’t born out of a business plan, it came from our frustration as consumers with the fact that all soft drinks seem to be packed with sugar or sweeteners. We just wanted to have a drink without all that nasty stuff that we would actually enjoy drinking.


So we created CANS: unsweetened sparkling drinks made with pure Alpine water, real fruit drops, and nothing extra. Basically no sugar, no sweeteners, no regrets. 


  1. Where do you see Cans in 3 to 5 years?


In 3 to 5 years, we see CANS as the leading brand in the new category of non-sweet drinks, an alternative to both sugary sodas and artificially sweetened beverages.


Our goal is to cut global sugar consumption by 10,000 tons by 2030, one can at a time. We want to make “non-sweet” a normal choice — something you grab without thinking twice. By then, CANS will be available across Europe and the UK and US, with a growing community of people who share our belief that you don’t need sugar to enjoy a good drink.




3. Are there new products or expansions we should be watching for?


We’re expanding both our range and our reach. You can expect new non-sweet flavors, we will also expand to new beverage categories so there is a lot coming, watch this space!


We’re also preparing to launch in new markets in the next few months alongside growing our presence in the UK, Germany, Slovakia, and the Czech Republic.


  1. Who or what inspires you?


What inspires me most are the builders, people and companies who start things from just an idea, think long-term and refuse to compromise on impact. Warren Buffett for his patience and clarity, Red Bull for showing how a drink can become culture, and my own team at CANS for proving every day that it’s possible to challenge an entire category.


I’m inspired by the idea of creating something that will outlive me, a brand that shifts how people think about what they drink and how they live.


  1. What’s the best advice you’ve ever received?


The best advice I’ve ever received was to play the long game. Whether it’s business, investing, or personal health, the compounding effect of consistent decisions is what creates real results. It’s a mindset I’ve applied to CANS: instead of chasing fads or quick wins, we’re building a brand and a movement that can stand strong ten, twenty years from now. That’s what gives us resilience.


  1. What would your ideal day in London be like? 


My ideal London day would start with something grounding — a run along the Thames or training in Hyde Park. I’d then spend the morning with our retail and distribution partners, because the UK is such an exciting market for us.


Lunch would be simple, somewhere local, with a CANS on the table of course. The afternoon would be spent walking the city: I love how London mixes history and modern energy. And I’d finish the day either at a live music event or a football match. For me, London is at its best when you’re fully immersed and that’s exactly the lifestyle CANS is built around: social, energetic, and present, without needing alcohol or sugar.


For more information on CANS click here.

Photography courtesy of CANS

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Interview with Dominic Rice - the Co-Founder of CANS

  • Nyla Sammons
  • Oct 20
  • 3 min read

This week we caught up with Dominic Rice - the Co-Founder of CANS, to talk about why producing sugar-free soft drinks was important, his inspiration and where he would like to see CANS in the future.


  1. Can you tell us the story behind CANS? What inspired you to start it?


CANS wasn’t born out of a business plan, it came from our frustration as consumers with the fact that all soft drinks seem to be packed with sugar or sweeteners. We just wanted to have a drink without all that nasty stuff that we would actually enjoy drinking.


So we created CANS: unsweetened sparkling drinks made with pure Alpine water, real fruit drops, and nothing extra. Basically no sugar, no sweeteners, no regrets. 


  1. Where do you see Cans in 3 to 5 years?


In 3 to 5 years, we see CANS as the leading brand in the new category of non-sweet drinks, an alternative to both sugary sodas and artificially sweetened beverages.


Our goal is to cut global sugar consumption by 10,000 tons by 2030, one can at a time. We want to make “non-sweet” a normal choice — something you grab without thinking twice. By then, CANS will be available across Europe and the UK and US, with a growing community of people who share our belief that you don’t need sugar to enjoy a good drink.


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3. Are there new products or expansions we should be watching for?


We’re expanding both our range and our reach. You can expect new non-sweet flavors, we will also expand to new beverage categories so there is a lot coming, watch this space!


We’re also preparing to launch in new markets in the next few months alongside growing our presence in the UK, Germany, Slovakia, and the Czech Republic.


  1. Who or what inspires you?


What inspires me most are the builders, people and companies who start things from just an idea, think long-term and refuse to compromise on impact. Warren Buffett for his patience and clarity, Red Bull for showing how a drink can become culture, and my own team at CANS for proving every day that it’s possible to challenge an entire category.


I’m inspired by the idea of creating something that will outlive me, a brand that shifts how people think about what they drink and how they live.


  1. What’s the best advice you’ve ever received?


The best advice I’ve ever received was to play the long game. Whether it’s business, investing, or personal health, the compounding effect of consistent decisions is what creates real results. It’s a mindset I’ve applied to CANS: instead of chasing fads or quick wins, we’re building a brand and a movement that can stand strong ten, twenty years from now. That’s what gives us resilience.


  1. What would your ideal day in London be like? 


My ideal London day would start with something grounding — a run along the Thames or training in Hyde Park. I’d then spend the morning with our retail and distribution partners, because the UK is such an exciting market for us.


Lunch would be simple, somewhere local, with a CANS on the table of course. The afternoon would be spent walking the city: I love how London mixes history and modern energy. And I’d finish the day either at a live music event or a football match. For me, London is at its best when you’re fully immersed and that’s exactly the lifestyle CANS is built around: social, energetic, and present, without needing alcohol or sugar.


For more information on CANS click here.

Photography courtesy of CANS

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