How a York couple's soft drinks brewery secured a £2.6 million US deal

After developing a passion for cold brew coffee while on holiday to the States, Andy Deeley and Emily Fitch-Deeley realised there was a gap in the UK market for low calorie, low sugar soft drinks.

They founded FITCH in 2017 and by that summer had sold their first can of Cold Brew Coffee made from purified water and ethically-sourced, natural ingredients.

The Department for International Trade has helped FITCH with its export strategy and, as a result, the business has already seen its products reach consumers in France, Kuwait, Bahrain, and Saudi Arabia.

The new listing with distributor KeHE, which supplies more than 30,000 stores across North America, will also see the products released online.

The contract is forecast to have a value of £2.6 million over the next five years.

Co-founder Mr Deeley said: “Our ethos from day one with FITCH was to showcase 100 per cent natural, real ingredients and develop craft around producing flavoursome and healthy soft drinks.

“We were bored of the soft drinks available on the market and with companies taking shortcuts around ingredients."

With the help of their International Trade Adviser, the couple were also able to access a Government Bounce Back Loan.

International Trade Secretary Liz Truss said:  “Keeping global trade flowing is more important than ever for businesses like FITCH Brew Co.”

"I am proud of our continued work to support UK exporters during this challenging time.

“This is a great example of how demand in the US for UK food and drink is booming and the industry is one of many that will feel the positive impact of a free trade agreement.”

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