THE FUTURE IS
'ICE'
THE FUTURE IS'ICE'
The drink that gets served
Our Story
Ice Drinks was built differently. Launched from Bradford, the brand was created to serve a clear gap in the market , a modern soft drinks range designed not just for shelves, but for real consumption with food. In just 18 months, Ice Drinks has grown from concept to a high-volume operation, supplying hundreds of food outlets across the UK and expanding into 11 European countries.
Built for Where It Matters
Unlike traditional drinks brands that focus on retail first, Ice Drinks has grown through foodservice — becoming a go-to choice in takeaways, restaurants, and large-scale events. Today, the majority of Ice Drinks volume is consumed exactly where it matters most: alongside food.
Scale & Range
With over 28 active SKUs across cans, PET bottles, premium glass, and water, Ice Drinks offers one of the most versatile portfolios in the market. From everyday classics to viral flavours like Mojito, the brand is built to deliver both consistency and excitement across every setting.
Growing Fast — and Built to Last
Supported by strong distribution, consistent supply, and real consumer demand, Ice Drinks continues to scale across the UK and Europe , not just as a product, but as a brand that’s becoming part of everyday food culture.
Our Story
Ice Drinks was built differently. Launched from Bradford, the brand was created to serve a clear gap in the market , a modern soft drinks range designed not just for shelves, but for real consumption with food. In just 18 months, Ice Drinks has grown from concept to a high-volume operation, supplying thousands of food outlets across the UK and expanding into 11 European countries.
Built for Where It Matters
Unlike traditional drinks brands that focus on retail first, Ice Drinks has grown through foodservice — becoming a go-to choice in takeaways, restaurants, and large-scale events. Today, the majority of Ice Drinks volume is consumed exactly where it matters most: alongside food.
Scale & Range
With over 28 active SKUs across cans, PET bottles, premium glass, and water, Ice Drinks offers one of the most versatile portfolios in the market. From everyday classics to viral flavours like Mojito, the brand is built to deliver both consistency and excitement across every setting.
Growing Fast — and Built to Last
Supported by strong distribution, consistent supply, and real consumer demand, Ice Drinks continues to scale across the UK and Europe , not just as a product, but as a brand that’s becoming part of everyday food culture.
If food is being served, Ice should be on the table.
Quality & Manufacturing
Our standards
Produced to strict food-safety and quality practices; batch testing ensures consistent carbonation and flavor.
Ingredient sourcing
Purified water base, natural flavor extracts, flavor-specific recipes developed in-house.
Meet Our Team
Shahzad Saleem
Chief Executive OfficerHe is a founding and ground-building member of Ice Drinks and serves as the company’s Chief Executive Officer. With over 35 years of experience in the food industry, his expertise spans the full supply chain , from sourcing and supplying ingredients and raw materials to large-scale food and beverage operations.As the Owner of the Achson Group of Companies, Shahzad Saleem brought invaluable strategic insight during the earliest stages of Ice Drinks. He played a vital role in foundational decision-making, from shaping the original concept to refining and perfecting product recipes, ensuring quality, consistency, and commercial viability from day one.Beyond Ice Drinks, Shahzad Saleem has been instrumental in driving group growth across South East Asia, building strong regional operations and partnerships. His long-term vision, technical knowledge, and leadership continue to guide Ice Drinks as it scales internationally.
Pawel Chuszcz
Business Development Directorserves as Business Development Director at Ice Drinks and is an integral member of the company’s foundation team. With over 10 years of experience in logistics and supply chain management, he brings strong operational insight and execution expertise to the business. Pawel played a key role during the initial structural and setup phases of Ice Drinks’ European foundation, supporting the establishment of efficient systems and operational frameworks. His in-depth knowledge of European logistics, compliance, and regional operations has been instrumental in strengthening Ice Drinks’ presence and scalability across Europe.
Moon
Commercial Director & Strategic AdvisorWhen the Ice Drinks investment board set out to create a beverage brand with global appeal and exceptional taste, they brought in Moon as Commercial Director and strategic advisor. With over 22 years of experience in the soft drinks and international trade industry, Moon’s guidance was central to turning the board’s vision into a reality.From the earliest concept discussions, he worked closely with the founding team to shape product flavors, perfect recipes, and define the brand’s identity, ensuring every beverage met the highest standards of quality and market competitiveness. His expertise extended to commercial strategy, market positioning, and international distribution, helping establish pricing, logistics, and operational frameworks that would support Ice Drinks’ growth across Europe and beyond.Moon’s leadership behind the scenes also played a key role in setting up the Polish subsidiary and designing systems for regulatory compliance, supplier coordination, and scalable operations. Acting as both mentor and advisor, he helped the founding team make critical strategic decisions while ensuring the brand stayed true to its vision.Through his combined strategic insight and commercial oversight, Moon helped lay the foundation for Ice Drinks’ success, guiding the company from an ambitious idea to a brand ready for international expansion, all while remaining a trusted, behind-the-scenes force supporting the board and the team. He continues to offer his consulting and advisory services to other businesses in the food and beverage sector, helping emerging brands navigate growth, operations, and market strategy.
Muhammad Sarfraz Chisty
Chief Marketing OfficerSarfraz is among the earliest founding members of Ice Drinks, playing a pivotal role in shaping the brand from its inception. Working closely with Moon during the concept stage, he contributed significantly to the development of the original brand idea, visual identity, and the selection of the initial flavour range that laid the foundation for the product portfolio.Coming from a strong corporate background, and having served as Marketing Director for a publicly listed company, Sarfraz brought strategic marketing expertise and high-level branding insight into the Ice Drinks project. His experience in structured corporate environments helped introduce disciplined marketing frameworks, brand positioning strategies, and long-term growth planning from the very beginning.From day one, Sarfraz worked alongside taste specialists and the wider founding team, travelling extensively across Europe to oversee product development, branding refinement, and market alignment. His involvement ensured that Ice Drinks was not only built around exceptional taste but also positioned with a strong and scalable international brand identity.Today, Sarfraz serves as Head of International Marketing for Ice Drinks, leading global brand strategy, market expansion initiatives, and international marketing campaigns. His leadership continues to strengthen the brand’s global presence, ensuring consistency, innovation, and competitive positioning across multiple markets.