Fast-growing drink brand JUICEBURST has said that it is aiming to double sales over the next three years through continued product innovation.
The young “disruptor brand” of Purity Soft Drinks, the 120-year old British soft drinks company, JUICEBURST has already invested £4m in a state-of-the-art production line over the last three years. First launched in 2001 to appeal to the younger health-conscious consumer, it was one of the first to bring unique juice flavours, such as blood orange and orange & carrot, from the continent to the UK market. The company said that it is now spending £4m on sales and marketing during 2016 to help drive sales.
JUICEBURST’s current annual sales are £30m, with data from IRI showing that it is the fastest growing national brand in the juice and juice drink category in UK retail. Overall, the brand has grown in excess of 20% year-on-year in each of the last two years, and has increased staff at its production site in Wednesbury, West Midlands, by over 20%.
JUICEBURST said that its audited sales are up 13% in retail in the last 52 weeks, compared with a category decline of 6%.
The full range will also be no added sugar by 2018 and will be exempt from the impending sugar levy set to be introduced by the government in two years. 70% of the JUICEBURST range is already no added sugar and, across the rest of the range, the brand has cut out 40% of the added sugar in the last three years.
JUICEBURST has also recently expanded into the education sector, launching a 330ml Schools Approved juice drink following the introduction of new government regulations; sweetened naturally using stevia rather than sugar. It is now stocked in one in three secondary schools across England and this number is increasing by 20 schools per week. JUICEBURST is also set to launch in schools across Hong Kong and the Middle East within the next few months.
The JUICEBURST range is currently stocked in over 25,000 outlets in the UK.
David Bell, CEO of Purity Soft Drinks, commented: “The juice drink category is ever-changing and at JUICEBURST we’re passionate about being true to the core ingredient – fruit. We insist on cramming at least one full portion of fruit into every JUICEBURST bottle we produce, which is typically four times more than other soft drink products. We plan to keep leading the way in creating a better for you, better tasting and better value juice drink.”
He added: “With consumers becoming more and more conscious about the products they’re eating and drinking, it’s important we strive to create the best product we can. Continually innovating is key to us driving this category forward and ensuring great taste while reducing our sugar content.”