For Immediate Release
18 September, 2025

Hong Kong – In response to growing concerns over health and environmental impact, a Hong Kong-based beverage start-up, The Beverage Code, is challenging traditional norms by redefining how drinks are made and consumed. Formerly known as Sodaz, the company embraces the motto “From Pulp to Seed, Nothing Wasted” reflecting its commitment to sustainability and wellness through every step of its product lifecycle.

The Beverage Code, co-founded by Alex Pang, Aaron Pang and Kethena Tang, was established with a desire to offer healthier alternatives to the market. “Many beverages are high in sugar and contain chemical additives so we wanted to provide a healthier choice,” said Alex Pang, who is an alumnus of the University of Hong Kong (HKU). This guiding principle has led to beverages emphasizing low sugar, functional benefits and natural fruit flavors.

Sustainability is woven deeply into The Beverage Code’s operations. “The company has succeeded in reducing water and energy use by 40%,” said Tang. It is implemented by replacing single-use plastics with recyclable aluminum cans and cartons. Their innovative use of raw materials distinguishes them further with fruit peels being repurposed into natural dyes, tea leaves are turned into paper and leftover fruit and pulp are processed into fertilizers. Even surplus or imperfect fruits are upcycled into nutrient-rich teas, sparkling drinks and cocktail infusions using proprietary extraction technology. This approach ensures that every part of the fruit retains its nutritional value and avoids waste.

The Beverage Code’s product development follows a structured three-step approach which are market research, insight gathering and trend analysis allowing the company to align its innovations with consumer demands. They have integrated advanced technologies such as precision tea aroma extraction modulation, FractoOrganoleptic Engineering and Extended Shelf-Life Technology to improve taste and prolong shelf life while maintaining health benefits.

Support from the HKU iDendron program, an initiative aimed at fostering innovation and entrepreneurship, has been instrumental in the company’s growth. “We are very fortunate to be accepted into the HKU iDendron program which provided us some funding,” Alex Pang explained. The program, part of HKU’s Techno-Entrepreneurship Core, provides resources and venture funding to promising start-ups, helping to fuel local and international economic development. The Beverage Code won the Rosewood Foundation Entrepreneurship Award in 2025 earning $100,000, according to the website of HKU idendron.

Beyond product innovation, building a distinct brand philosophy is essential. “Consumers don’t just buy products, they buy the brand philosophy,” Aaron Pang added. In an increasingly competitive market, The Beverage Code is carving out a niche by championing health and sustainability as core values.

Try their signature Sage Tea to experience nutrient-rich flavors: The Beverage Code Sage Tea

Director & Editor: Bonnie Leung, Year 3, HKU Business School
Journalist & Cinematographer: Margo Wong, Year 3, Journalism