Purity Soft Drinks expands range by launching Juice Burst Peach Ice Tea

Purity Soft Drinks, makers of leading juice drink brands Juice Burst and firefly, is expanding its iconic range through the launch of Juice Burst Peach Ice Tea. Available in a 330ml bottle format, the latest innovation is rolling out across the grocery, convenience and licensed channels at an RRP of £1.29 from 14th August.

The NPD is being introduced off the back of incredible growth for Purity Soft Drinks. It is the fastest-growing manufacturer in the Top 20 soft drink manufacturers in volume and has witnessed value growth of 33.4 per cent year on year. The Juice Burst brand is now worth over £22.4m in retail alone and is significantly outperforming the Drink Now Fruit Juice category in both value and volume.

The new Peach Ice Tea contains more fruit juice than any other SKU in the growing tea-flavoured juice market, which is currently growing ahead of the total soft drinks category year on year. This innovation, with its fruity twist, presents a unique choice for those consumers who are seeking healthier ways to enjoy the on-trend ‘ice tea’ flavour.

Juice Burst Peach Ice Tea is a refreshingly sweet blend of peach juice & black tea flavouring, offering shoppers a fully permissible juice drink option which is both HFSS- and schools-compliant, as well as great tasting. As the number-one-selling juice drink in English Secondary Schools, the innovation is set to be a hit with families and children. When asked what they liked most about the drink during consumer taste tests, the 11- to 16-year-olds surveyed said the new variant is ‘very fresh and light’, ‘different’ and ‘refreshing’.

Sarah Baldwin, CEO of Purity Soft Drinks Ltd, comments: “Our mission is to deliver natural refreshment for everyone, in every drop. That’s the Purity Promise, and the introduction of Juice Burst Peach Ice Tea is very much a part of this promise.

“On-the-go soft drinks are currently growing twice as fast as the total category. As we approach the Back To School season, retailers have a clear opportunity to tap into those occasions. The launch of Juice Burst Ice Tea aims to have strong appeal with younger consumers, by offering a healthier, great-tasting, permissible juice drink option which puts a fruity twist on a current and on-trend flavour profile.”

Alongside every Juice Burst drink, Peach Ice Tea provides consumers with 1 of their 5 a day, with no added sugar, artificial flavours or sweeteners. The 330ml bottles are made with 30 per cent recycled plastic, and comprise a fully recyclable bottle, cap and label.

The NPD joins Juice Burst’s already-popular Orange and Apple variants, which are now the second and fourth biggest Drink Now Fruit Juice SKUs, respectively. Purity Soft Drinks also launched Juice Burst Summer Fruits in May this year, which has also proved a hit with consumers with 89% purchase intent. In fact, due to customer demand, the Summer Fruits flavour has been extended into an additional 400ml PMP format for the cash & carry and convenience channels.

Juice Burst Peach Ice Tea is rolling out across the grocery, convenience and licensed channels from 14th August, in a 330ml bottle format at an RRP of £1.29. Supported by a disruptive, national OOH and digital marketing campaign, the Juice Burst brand has been kept front of mind with consumers throughout the summer and will continue to be unmissable into the Back To School season and beyond.