Table 1. Interviewee Recruitment .

Interviewees/Interviewee Numbers	First Contact, N	First Responses, No. (%)	Referrals, No. (%)	Interviews, No. (%)	Summary of Interviewee Characteristics
Academia/ACA01- ACA06	10	10 (100)	0 (0)	6 (60)	Marketing researchers with experience of public health; public health and policy researchers with experience of marketing; marketing and strategy researchers.
Civil society/CIV07- CIV12	13	8 (62)	0 (0)	6 (46)	Experience in social marketing, food campaigning, researching sugary drinks taxes, consumer or policy advocacy for health.
Industry/IND13–IND18	70	17 (24)	2 (3)	6 (9)	CEO of a small soft drinks company; marketers for medium-size soft drinks companies; former employee of a large soft drinks company; marketing strategists.

Note: ‘First contact’: initial contact made by email, telephone, or LinkedIn to an organisation or individual; ‘First responses’: reply to initial contact from an organisation or individual; ‘referrals’: individuals successfully recruited into the study by snowball sampling; percentages are proportions of initial contact.