Dominic Rice: Revolutionising Soft Drinks with a Healthier, non-sweet alternative

Dominic Rice, the co-founder of CANS, is on a mission to disrupt the sugary soft drink industry. CANS is a brand offering no-added-sugar drinks made with pure, high-quality ingredients, creating an experience that’s refreshing both in taste and in principle. A conversation with Dominic reveals the story behind CANS, the inspiration for its creation, and how his passion for wellness and self-development shaped the brand.

From Red Bull to Cans

Dominic’s journey to founding CANS is deeply rooted in his career at Red Bull, where he honed his expertise in the beverage sector. Starting with Red Bull in 1999, he quickly found himself part of a brand that was still growing, giving him the rare opportunity to learn the intricacies of the FMCG beverage industry. “It’s hard work to build a drinks brand from scratch,” says Dominic. “But at Red Bull, I was shielded from the difficulties because I was working with a company on the rise. When I stepped into CANS, I had to learn the true complexities of creating something entirely new—distributing it, communicating its value, managing the operations—everything.”

With his extensive background, Dominic had all the tools to navigate the challenging landscape of starting a new beverage brand. But it was his personal health journey that led him to CANSs.

The Spark for CANS: A Health Revolution

The inspiration for CANS emerged during a personal health journey. Dominic had spent years focused on self-development, reading about health, and learning how to be the best version of himself. But after the challenges of the COVID-19 pandemic, he found his own health slipping. “I’d put on weight, lacked energy, and didn’t feel great,” he admits. “So I began researching sugar, sweeteners, and chemicals in drinks. I quickly realised that there were no healthy, non-sugary alternatives that tasted good.”

It was then that he met with Jan Rambousek, a gifted designer, and Jaroslav Beck, an entrepreneur full of ideas, to discuss the possibility of creating a drink that would break the mould. Jaroslav had been tracking his glucose levels in the U.S. and saw an opportunity to bring a similar product to Europe, where such alternatives were lacking. Dominic, with his expertise in selling beverages, became the missing piece of the puzzle. Together, they embarked on a mission to create a drink that would allow people to enjoy a refreshing beverage without the guilt of added sugar.

The Challenges of Creating a Healthier Drink

Launching CANS was not without its challenges. “At the start, we produced 250,000 units to launch just two SKUs,” says Dominic. “We had to commit to a significant amount of product because of our choice to use premium Austrian spring water, which we had to purchase in large quantities. But the response was positive, and sales started to grow.”

CANS has now secured a distribution network of over 150 outlets, including independent cafes and grocery stores. But Dominic’s focus is now shifting toward expanding consumer-facing availability. “We’ve spent months rebuilding our wholesale market structure, and now we’re in a position to connect with every kind of retailer, whether a small independent or a larger chain,” he says.

Why Austrian Water?

CANS’ focus on quality ingredients extends to the water it uses. “We wanted to use the best possible water—something naturally filtered through mountains, free from the chemical processes of reverse osmosis,” Dominic explains. “The purity of the water is just as important as the rest of the product. If we’re on a mission to help people reduce their sugar intake and improve their health, we didn’t want to compromise on the water source.”

The decision to source water from Austria was intentional. It’s known for its pure, high-quality mineral water, which Dominic believes enhances the overall drinking experience. CANS is also planning for expansion into the U.S., where they’ve secured access to artesian water, known for its superior composition and slightly better taste profile compared to spring water.

Creating a Business Culture Rooted in Health and Mindset

For Dominic, CANS is more than just a beverage brand—it’s a reflection of his own journey in personal development. “I’ve always been passionate about self-development and reading books on how to be a better person, leader, and entrepreneur,” he says. This passion extends into the company’s culture, where he prioritises hiring for attitude and mindset rather than simply experience. “If you hire people with the right mindset, they’ll fit in with the culture you’re building,” Dominic explains. “It’s all about focusing on attitude and potential rather than just technical skills.”

The company’s culture also embraces failure as a learning opportunity. “We want to fail fast and fail forward,” says Dominic. “Failure isn’t something to fear; it’s an opportunity to learn and improve. I tell my team to celebrate small wins and to always focus on progress, no matter how small.”

Health and Wellbeing: Dominic’s Personal Commitment

As a founder of a wellness-focused brand, Dominic understands the importance of balancing work and personal wellbeing. Despite the long hours required to grow a startup, he prioritises his health. “Exercise is non-negotiable for me,” he says. “I try to get up early, around 6 a.m., and get to the gym before starting work. It sets the tone for the day and gives me energy, no matter how chaotic the rest of the day gets.”

Beyond exercise, Dominic also places a strong emphasis on sleep. He uses an Oura ring to track his sleep and prioritises getting around eight hours each night. “Sleep is crucial for recovery, and I’ve learned to focus on creating a routine that helps me get the best rest possible,” he shares.

Nutrition also plays a key role in his health regime. “I avoid processed foods and limit my intake of sugar and sweeteners. I prefer whole foods, like fresh fruit, vegetables, and sourdough bread made with just four ingredients,” Dominic explains. “It’s all about being balanced, especially while travelling, which can make it harder to maintain good nutrition.”

In addition to physical health, Dominic also focuses on emotional wellbeing. He finds relaxation in activities such as sauna sessions, cold water immersion, and meditation, using a device designed to stimulate the vagus nerve to help relax and unwind.

Looking Ahead: A Global Vision for CANS

Dominic’s ambition for CANS goes beyond Europe. The company has already secured plans to enter the U.S. market, where there’s a growing demand for healthier beverage options. “The U.S. is a huge market, and we see an opportunity to help reduce sugar and sweetener consumption,” he says. “But right now, our primary focus is the U.K. We’re seeing positive feedback from both consumers and retailers, and that’s incredibly encouraging.”

In the end, CANS is about more than just creating a successful business—it’s about making a positive impact on people’s health. “Our mission is to offer a healthier alternative to sugary drinks and help people make better choices. Ultimately, we want to reduce the overconsumption of sugar and sweeteners, which is a major driver of health issues like obesity and type 2 diabetes.”

With a vision that stretches far beyond the U.K., CANS is poised to take on the global beverage industry, one non-sweet can at a time.

DISCOVER: cans.co.uk