Partner Article

JUICEBURST relaunches into the soft drinks market

Purity Soft Drinks has announced the relaunch of its JUICEBURST brand. The brand has enjoyed +20% sales growth in each of the last 2 years, but the company believes it can achieve even more. The relaunch leverages the developing consumer demand for tasty, convenient but healthier drinks, developments in technology and the need for constant innovation in a fast changing market.

The JUICEBURST packaging has just won the prestigious Gold Design Effectiveness Award, but Purity believe that everything can be improved upon. March 2016 marks the starting point of a huge makeover for JUICEBURST, the brand will be upgrading the entire range both inside and out. The bottles will feature a redesigned, more prominent logo with a “1 of your 5 a day” logo built in and the label will feature even more mouth-watering images of bursting fruit. At JUICEBURST every bottle is packed full of delicious fruit, sealed for freshness and counts towards your five-a-day. Providing consumers with a tasty, convenient and healthier drinks choice. Reducing sugar content is something that is a core aim for the brand and something that has been researched and developed for the relaunch, JUICEBURST is removing an average of 20% from the core juice drinks range. Excitingly, consumers have said that they actually prefer the taste with the reduced sugar! (Independent consumer panel tests with Marketing Sciences). Over the past 3 years, Purity Soft Drinks have transformed their range and 75% of its drinks will be no added sugar by the Summer of 2016.

Innovation is at the heart of JUICEBURST. In May 2014 it launched JUICEBURST SKINNY (just 99 calories per 400ml bottle) and in September 2014, the successful School Compliant range (330ml, No Added Sugar) was launched in response to the new Department for Education guidelines for food and drink in schools. The schools approved range has proved extremely popular and JUICEBURST is now stocked in 1 in 3 schools across England and growing fast. In Jan 2015, JUICEBURST launched in the On-Trade with 275ml Glass Bottles, still of course containing a full portion of fruit.

The relaunch and continued development of the brand sees the introduction of the JUICEBURST 330ml multipack format for the lunchbox market. Launching in May 2016 following the success of the School Compliant singles range and growing consumer demand. Parents can trust that they are providing children with a healthier lunchtime drink which meets the latest government guidelines for schools and retailers can have confidence that they will not miss out on sales of packed lunch drinks. The range is designed for secondary school kids and fills a gap in the market with most competitor drinks aimed at very young kids or adults.

One of the most exciting parts of the relaunch is in the area of technological merchandising. The potential for technology to change the way consumers interact with brands is enormous and ever changing. JUICEBURST is the world’s first digitally interactive soft drink brand, with interactive packaging which allows consumers to find out more information about the product, play games and win prizes by using the Blippar App and ‘blipping’ a bottle of JUICEBURST. The company will be making their already innovative experience even more engaging with the launch of ‘JUICE WARS’, an exciting game where the consumer gets to blow the JUICEBURST fruit up and compete to win exclusive prizes! David Bell, CEO of Purity Soft Drinks says “this is a very exciting year for JUICEBURST, we can see so much potential and growth for the brand in the soft drink market.”

This was posted in Bdaily's Members' News section by Lottie Woods .