We started with a simple problem - the global health crisis facing most developed economies. Two of the biggest offenders are the soft drinks market and excessive levels of alcohol consumption. Soft drinks are doing their customers’ dirty. Too much sugar or sweetners and too many additives has people addicted to things which are doing them long term damage. And alcohol is so pervasive. A drink here or there is one thing, but in the UK and elsewhere binge drinking and even daily casual drinking is not only commonplace, it’s a core part of culture. And those who go against the grain by going sober are seen as strange. Something has to change. We have to rewrite the narrative.