Available from this week in 51 Waitrose branches, Ubuntu (rsp: 59p per 330ml can) contains Fairtrade sugar sourced from Malawi and Zambia. The cola maker also claims to reinvest a minimum of 15% of net profits in support of the sugar producers and their communities.
"We know that we have created something people love to drink and can feel good about buying," said Miranda Walker, founder of Ubuntu.
"The Waitrose listing is a milestone for Ubuntu Cola and now gives us the scale to springboard to a much wider audience."
Ubuntu Cola has been available in delis, student campuses and cafés since it was launched in 2007.
Fairtrade Fortnight finished last week.