London Entrepreneur’s Upcycled Cacao Drink Secures Selfridges and Panzer’s Deli

Flo Broughton, a London-based entrepreneur with two decades of experience in the chocolate industry, has successfully launched TRASH®, an upcycled superfruit water made from the discarded pulp of the cacao fruit. The beverage has recently been listed at Selfridges in London and Panzer’s Deli in St John’s Wood, marking significant retail milestones for the brand.

TRASH® is crafted entirely from the part of the cacao fruit typically discarded by chocolate manufacturers before any chocolate bar is produced. Broughton, 47, who co-founded the British chocolate brand Choc on Choc in 2003—also stocked at Selfridges—expressed pride in seeing both products available under the same iconic roof for the first time.

“Seeing TRASH® on the shelves at Selfridges, in the same store that has stocked our chocolate for years, is a genuinely emotional moment,” Broughton said. “For two decades I watched the best part of the cacao fruit get thrown away, and now it is sitting in one of the most iconic retail spaces in the world. That is the whole point of TRASH®. Nothing has changed about the fruit. The only thing that has changed is what we decided it was worth.”

Approximately 70% of the cacao fruit is discarded during chocolate production, contributing to global food waste estimated at 2.5 billion tonnes annually. TRASH® rescues the sweet, nutrient-rich pulp and cold-presses it into a crisp, zesty superfruit water. Each 250ml can contains 30% rescued cacao fruit (not from concentrate) and 70% water, with no added sugar. The drink delivers 40mg of vitamin C, 150mg of potassium, and 28mg of magnesium, alongside naturally occurring electrolytes and antioxidants.

Farmers also benefit from this approach, earning around 30% more income per cacao pod when the entire fruit is utilised. Broughton highlighted the significance of the Panzer’s Deli listing, stating, “We are also super excited about the Panzer’s listing. This places TRASH® alongside carefully curated products from more than 80 countries at one of London’s best known independent food halls, a shop with a reputation for spotting the interesting and the excellent long before the multiples catch on.”

Consumers will have the opportunity to sample TRASH® at Selfridges London during in-store tasting sessions on Saturday 25 and Sunday 26 July, as well as on Saturday 8 August. The brand’s team will be present to pour the drink and share the story behind its creation.

Broughton emphasised the importance of both retail partnerships: “These two listings could not be more different, and that is exactly why they matter. One is a global department store, the other is a much-loved local institution. Both of them back independent brands with something genuinely new to say. We are only just getting started.”

TRASH® is currently available in 250ml recyclable aluminium cans with a recommended retail price of £3. The product is Upcycled Certified and Buy Women Built. It can be found at Selfridges and Panzer’s Deli, located at 13 to 19 Circus Road, St John’s Wood, London NW8 6PB.

The brand is actively seeking ambassadors, stockists, and partners. For trade enquiries, samples, and stockist information, visit https://trashdrinks.com/.