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£4 Million Investment in the Next Generation of Soft Drink

Smedvig backs former CEO of Red Bull UK in launch of UK's new 'better for you' carbonated juice drink

Smedvig Capital, the London-based private equity company active in development capital for growth businesses has led an investment of £4 million in SUSO Drinks Ltd ("SUSO"). SUSO is a new entrant in the UK's £2 billion carbonated drinks market, with a new product launch targeted at the UK youth and young adult market. SUSO is 100% fruit juice with refreshing carbonation, one of your five a day and absolutely free from additives.

SUSO's management team led by Chairman Harry Drnec comprises of soft drink veterans and highly experienced individuals with a track record of identifying new markets and developing strong, successful brands across markets and territories. It includes as CEO, a senior executive from one of the largest global soft drinks players to be announced shortly and COO, Andrew King, the former CEO of PJ Smoothies, now part of Pepsico.

SUSO has a unique proposition for the UK's carbonated drinks market. Carbonated drinks, though hugely popular in the UK, particularly in the youth sector, have come under increasing pressure over their unhealthy characteristics. In parallel there has been exponential growth in the less refreshing but healthier juices and smoothies market. However until now, no established brands have offered a 100% fruit juice with carbonation to the youth market in the UK. SUSO has managed to combine the benefits of 100% fruit juice, with no added sugar, sweeteners, preservatives or colourings, and with all the refreshment and fun of a fizzy drink. SUSO is well positioned to exploit the shift in consumption to fruit and healthy drinks, and also provides one of the recommended '5-a-day'.

Johnny Hewett, Chief Executive of Smedvig Capital commented: "It is clear that a huge opportunity exists with the combination of the refreshing properties of carbonated drinks with the healthy characteristics of fruit juice. At least as exciting for us is that it is rare that there is the opportunity to back quite such an accomplished team. Between them their experience of building brands and launching new drinks is probably unprecedented within the industry."

Harry Drnec Chairman of SUSO said "We believe that SUSO is ideally placed for today's youth audience and answers a clear brand and product need with an exceptionally well thought through emotional and functional proposition. I am also enormously excited with the team we have assembled to drive it forward, which coupled with Smedvig Capital’s proven expertise with growing businesses provides the opportunity to scale the business very rapidly."

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Notes to Editors

Smedvig Capital

Smedvig Capital is a London based private equity firm that has been instrumental in the growth of over 30 businesses since its founding in 1996. Smedvig believes that equity investing should incorporate high levels of involvement and support, working with management on strategy, finance, operational improvements and business development initiatives. The team shares a common background in strategy consulting, with additional experience in operations, start-ups and banking. Other portfolio companies, include ITIS Holdings, now public, the UK leader in provision of traffic information, Lovejuice, a leading UK juice bar chain and Streetcar the UK's leading car club.

Direct investments are usually in UK businesses, from development capital through to small buyouts, equity commitment £2 to £10m. Smedvig Capital is authorised and regulated by the Financial Services Authority.

www.smedvigcapital.com

SUSO Drinks Ltd.

SUSO was founded in 2005 by Harry Drnec to offer greater consumer choice and to specifically tackle the absence of healthy carbonated drinks in the UK's £2 billion fizzy drinks market. In particular Harry sought to establish a powerful brand platform coupled with an outstanding juice drink, free from the flavourings and colourings found in an alarming quantity of established carbonated drinks for teenagers and young adults, but which provided the same degree of refreshment, fun and quality of taste. In part it was a response to the increasing lack of relevant brands and movement away from unnatural product enhancements, which is currently causing falling sales in some popular fizzy drink brands as juices, and smoothies take over. With this prevailing trend towards healthier eating and drinking, and the absence of any real category innovation and development, SUSO was born.

The senior management team comprises: CEO Appointed and to be announced shortly, Chairman, Harry Drnec is the former CEO and Chairman of Red Bull UK, COO Andrew King, previously CEO of PJ Smoothies, and Commercial Director Jamie Farrell, the UK Commercial Director for L'Oreal.

www.suso.co.uk

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