Purity Soft Drinks, the business behind the JUICEBURST and Firefly soft drinks brands, has announced a new edition to its JUICEBURST range with the launch of its Summer Fruits flavour.
A fruit juice blend of strawberry, cherry and apple, JUICEBURST Summer Fruits will sit alongside JUICEBURST’s existing range. The addition to the range broadens the brand’s appeal with consumers looking for a red berry taste with a higher fruit juice content than competitor brands.
Launching this month, the 500ml PET bottles have an RRSP of £1.69 and listings have already been secured at Tesco, Co-op Central England, Bidfood and Brakes, plus many more across wholesale, foodservice and convenience.
Demand for red berry flavours has grown a massive 67% YOY[1] but with most red berry drinks in the ‘on the go’ category offering significantly lower fruit juice content, Purity’s JUICEBURST Summer Fruits provides the ideal solution for consumers looking for a healthier, great tasting drink at exceptional value for money.
Sarah Baldwin, CEO at Purity Soft Drinks, said: “As the summer months approach and consumers are looking for healthy, great value soft drinks, we hope Summer Fruits will become a great go-to product. Our Summer Fruits SKU has a vibrant taste, is naturally healthy and comes at a great price point.
“In consumer testing 89% of ‘on the go’ consumers said they would purchase JUICEBURST Summer Fruits[2], so we are hopeful the product will achieve similar success to our leading orange and apple SKUs. We know consumers cite taste as the number one reason for purchasing soft drinks, so we’ve put a lot of work into ensure we can continue to deliver on this with our new flavour.”
In keeping with the JUICEBURST portfolio, a bottle of JUICEBURST Summer Fruits contains 1 of your 5 a day, no artificial colours, flavours or sweeteners, and never any added sugar, as a result deeming it fully HFSS compliant.
[1] Source: IRI Total Market Value Sales 52w.e. Sept 2022
[2] Source: Independent consumer taste tests