Beverages Made With Wonky Fruits Gain Momentum In The U.K.

British sparkling water brand Dash Water, known for using ugly but edible fruits and vegetables, has launched a social media ad campaign with the theme “Squashed for Love” for its newest flavor. The new raspberry-infused water is made with wonky or slightly squashed raspberries. During the run of the campaign, customers can win a three-month supply of the water simply by visiting a local Whole Foods Market and saying the word “squashed” to Dash’s sampling squad. Only eight months old, Dash Water has already spawned imitators: the British brand Cotchel launched an apple and pear juice line in January using fruit too big, too small or too ugly to be sold in grocery stores.