Purity Soft Drinks expands distribution for Juice Burst Apple

Purity Soft Drinks, makers of leading fruit juice and juice drink brands Juice Burst and firefly, is expanding distribution for Juice Burst Apple. The brand’s bestselling flavour has confirmed additional distribution across Sainsbury’s, Tesco, and Morrisons Daily stores; and is launching in Iceland for the first time in January 2025.

The new listings follow the soaring popularity of apple flavoured drinks along with the brand’s investment in its biggest marketing campaign to date. Juice Burst Apple has overtaken Orange as the brand’s bestselling variant, growing to become the number one apple juice SKU in drink now. Its nationwide summer campaign – Punchy To The Core – amplified the flavour to over 30 million UK adults and was seen 174 million times through a combination of digital and out of home advertising.

HFSS-compliant and SDIL-exempt with no added sugar, and containing one of your five-a-day in every bottle, the popularity of Juice Burst Apple has been attributed to the increasing number of health-conscious consumers post-pandemic. The brand has grown by 60 per cent since 2019 to reach a value of £80m in recent months.

“We entered 2024 with big ambitions for Juice Burst Apple," said Sarah Baldwin, CEO of Purity Soft Drinks Ltd. "Research we commissioned found that when choosing a soft drink, health is now the second most important consideration after taste, with 41 per cent of juice drinkers choosing a product because of its health credentials and 36 per cent preferring products that provide one of their five-a-day.

“We’re delighted by the success we’ve seen for Apple in the market, and the vote of confidence shown by our retailer partners who are stocking the brand in more stores for their shoppers.”

The announcement is the latest in a series of growth and development successes for Purity Soft Drinks. Catering to consumer demand, the company recently expanded its latest flavour Juice Burst Peach Ice Tea into a larger 500ml format, and rolled out 100 per cent recyclable packaging across the entire Juice Burst range this summer.