An innovative health drinks company has caught the eye of judges in a competition for go-ahead firms.

Smug Drinks has become the latest winner of the monthly Shooting Star business award organised by Huddersfield Town and club partner Total Dilapidations Services.

Smug Drinks managing director Max Jones and sales director Sally Jackson with Huddersfield Town commercial director Sean Jarvis and Chris Lee, of TDS, who presented the Shooting Star award
Smug Drinks managing director Max Jones and sales director Sally Jackson with Huddersfield Town commercial director Sean Jarvis and Chris Lee, of TDS, who presented the Shooting Star award
 

Smug Drinks is the brainchild of young Huddersfield entrepreneur Max Jones, who came up with the concept while at university.

Realising the popularity of antioxidants and vitamins among students, he saw a gap in the market for a tasty, fun and convenient way to get them into our diets.

His research proved the soft drinks market offered the convenience – but argued that some beverages claiming to be healthy didn’t taste great and contained sugar and artificial ingredients.

Max and his team have sourced the ingredients to create refreshing, all-natural, juice drinks containing antioxidant-rich herbal extracts and B vitamin blends, replacing sugars and sweeteners with the natural, zero calorie plant extract Stevia.

The award was presented by Town’s Sean Jarvis and Chris Lee, of TDS.

Said Max: “It’s still early days for our brand, but we are growing quite quickly and having your hard work recognised like this really gives you a boost, especially when it’s by your local football club.”

Sean said: “We have one of the best entrepreneurs around as chairman of our club (Dean Hoyle) and we’re keen to recognise fellow entrepreneurs making waves in business.

“Smug Drinks embodies the entrepreneurial spirit – creating a unique business plan that caters for a gap in the market.”