PURITY SOFT DRINKS EXPANDS JUICE BURST PEACH ICE TEA RANGE BUILDING ON LAUNCH SUCCESS
Purity Soft Drinks, makers of leading fruit juice and juice drink brands Juice Burst and firefly, has expanded its latest innovation, Juice Burst Peach Ice Tea, into a larger 500ml format. Available from October across foodservice, wholesale, and cash and carry, the larger bottle caters to consumer demand following the successful launch of Juice Burst Peach Ice Tea in 330ml.
Since its launch in August 2023, Juice Burst Peach Ice Tea has become Purity’s second biggest 330ml SKU. The new format has been introduced to build on this momentum, as well as to meet the growing demand for more choice when it comes to healthier ways to enjoy the on-trend ‘peach ice tea’ flavour. A refreshingly sweet blend of peach juice and black tea flavouring, Juice Burst Peach Ice Tea contains more fruit juice than any other SKU in the tea-flavoured juice market[1], which is currently growing ahead of the total soft drinks category year-on-year[2].
The flavour contains one of your five a day and is fully HFSS compliant, with the 330ml format finding huge success among younger consumers, with over 75% of its volume sold in schools[3]. Purity Soft Drinks is also exploring options to accommodate growing consumer demand for the bestselling flavour in at home occasions, including the potential launch of an additional 1L format.
Sarah Baldwin, CEO of Purity Soft Drinks Ltd, comments: “Our mission is to deliver natural refreshment for everyone, in every drop, with flavour profiles inspired by existing and emerging trends. Our latest NPD Juice Burst Peach Ice Tea 330ml has been a hit with consumers, so in response to popular demand, we’ve introduced a larger format to give consumers even more of the flavour they love.
“Peach Ice Tea 500ml is launching off the back of a summer of success for Juice Burst. In recent months the brand has grown by 6.3%, which is over six times faster than the total soft drinks category[4]. We also recently wrapped up the brand’s biggest marketing campaign yet, Punchy To The Core, which kept the punchy taste of Juice Burst Apple front of mind for millions of shoppers throughout the summer, and in July made our packaging 100% recyclable with the introduction of attached caps.”
The brand’s recent marketing campaign, Punchy To The Core, reached over 30 million UK adults and was seen 174 million times through social and digital activity, nationwide sampling, and disruptive OOH advertising including thousands of bus t-sides and phone kiosk adverts across 21 major UK cities.
The new 500ml format will join the wider Juice Burst range in featuring attached caps. The brand introduced attached caps across its entire range in July, replacing the previous foil seals to make Juice Burst bottles 100% recyclable, and reducing foil packaging waste by 10 tonnes annually.
Juice Burst Peach Ice Tea 500ml is rolling out across foodservice, wholesale, and cash and carry from early October with a RRP of £1.65*.
[1] IRI EXT Marketplace | Data 16.04.23 (when compared to what is already available from UK brands within retail)
[2] IRI Total Marketplace | Drink Now | Value Sales MAT TY vs YA to June 2023
[3] UK’s largest contract caterer unit sales out data to end Jan 2024
[4] EXT IRI Marketplace | 12 Weeks To 12.05.24
*Recommended retail price only. Retailers and operators are free to set their own prices.
