THE BRITISH ENTREPRENEUR PUTTING FIZZ INTO SUSTAINABILITY WITH CO2 YOU
In Germany and the Nordics, sparkling water isn’t just a beverage — it’s part of everyday life. With over half of households in Germany and more than 80% in the Nordics owning home carbonation systems, carbonated water flows freely from kitchens to cafés.
In Britain, however, the picture is markedly different: just 8% of households have access to such systems. But one entrepreneur is bubbling with ambition to shift that statistic — and fast.
Marcus O’Donovan, founder of CO2 YOU, has set out to make sparkling water mainstream in the UK. What began in 2021 as a solo side project run from his bedroom has rapidly transformed into a thriving business with more than 15,000 active subscribers and 1,000 new users joining every month.
Bringing Sparkling Water Into the Sustainable Age
CO2 YOU is not just a disruptor — it’s a sustainability-first company committed to reducing waste and rethinking how we consume fizz. At the heart of the business is a circular gas model that allows CO2 cylinders to be reused rather than discarded, dramatically cutting down on landfill waste.
The company caters to a broad range of sparkling water systems including Sodastream, Aarke, Quooker, Billi Taps and Zip Taps, ensuring users have affordable and accessible carbonation at home. It’s a strategy that’s clearly resonating: by the end of 2024, CO2 YOU had already surpassed £2 million in revenue, doubling year on year as the carbonated water trend sweeps through the UK and Ireland.
Now, O’Donovan is eyeing continental expansion, with plans to enter the Dutch and German markets next.
April marked another milestone for the company with the launch of The Bubbla — CO2 YOU’s own sleek, modern home carbonation device. In its first week alone, 200 units were snapped up, generating £20,000 in sales. The product launch coincides with several strategic partnerships with household appliance brands that are entering the carbonation space this year. Meanwhile, the hospitality sector is embracing the model as restaurants move away from single-use plastic and glass bottles, opting instead for on-demand sparkling water systems.
Backing from notable investors has helped fuel the momentum. Former Fidelity International fund manager Anthony Bolton was the company’s first investor, and more recently, global gas cylinder manufacturer Victory has acquired a minority stake, bringing both capital and industry credibility.
“More Than Just Fizz”
O’Donovan is clear about the company’s purpose: “CO2 YOU has always been about more than just fizz — it’s about sustainability, simplicity, and impact, especially when you consider 11 tonnes of plastic per year enter the ocean.”
He’s quick to point out the seismic shift underway across Europe: “What many don’t realise is just how fast this sector is actually growing. Across Europe, sparkling water is standard and often free. Every major appliance and water tap brand is sitting up and paying attention, keen to enter this space. Consumers want sustainable choices at home, while hospitality businesses can drive down costs while eliminating plastic waste.
“The choice is clear; buy bottled sparkling water and deal with the recycling hassle, or invest in an easy-to-use system that’s better for both your wallet and the planet.”
From Bedroom Startup to Market Leader
CO2 YOU’s journey from kitchen-table concept to carbonated pioneer has been swift and strategic.
In 2021, O’Donovan launched CO2 YOU with his own savings, selling gas canisters from his bedroom. The early traction was immediate and undeniable, leading to a timely investment from Bolton that scaled the direct-to-consumer model.
By 2022, the company had secured further funding to expand operations and built its own in-house cryogenic centre — an important move that guaranteed supply chain independence in an increasingly volatile market.
Demand skyrocketed in 2023, doubling revenue for the year. In 2024, that growth trajectory only continued, cementing CO2 YOU as a serious contender in the sparkling water economy.
“We’ve grown organically without marketing spend, and now major brands are proactively coming to us for partnerships,” says O’Donovan. “The momentum is incredible, and with our investors behind us, we’re ready to take CO2 YOU to the next level.”
As Britain begins to embrace the fizz-fuelled habits of its European neighbours, CO2 YOU is poised to lead the charge — one cylinder at a time.
