Expo West 2025: How Perfy Has Stood Out from Packaging to Pizza

Trying to stand out in the increasingly crowded functional soda category is a tall task for any brand. But for Perfy, founder and CEO Vasa Martinez’s years of marketing experience have helped the brand get some attention, not the least of which has come in the last month as the brand introduced a limited edition Pepperoni Pizza flavor to the delight of media outlets.


At Natural Products Expo West 2025, we spoke with Martinez about Perfy’s approach to marketing; from the wacky to the more grounded, such as the company’s focus on its benefits for diabetic consumers. In this video, Martinez also discusses the brand’s continued expansion in the conventional channel, how not focusing on gut health has helped Perfy differentiate itself and how he’s approached more ordinary flavor innovations.

Transcript

Brad Avery [00:06] Hi, I'm Brad Avery, senior reporter with Bevnet. We're here at Natural Products Expo West 2025 in Anaheim, California. I'm with Vasa Martinez, the founder and CEO of Pury. Vasa, thank you for being here today. Thanks for having me. So this is just around the 3-year mark that you've been running Pury. Tell me a little bit about where the brand is today in the market and reflecting on 3 years of building this up from scratch.

Speaker 2 [00:31] Our 3-year anniversary was last week and we're launching a 5th flavor, uh, just today to the, to, to the trade. We launched cherry cola.…

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