Purity Soft Drinks is expanding its range through the launch of Juice Burst Peach Ice Tea. Available in a 330ml bottle format, the innovation will roll out across the grocery, convenience and licensed channels with an RRP of £1.29 (330ml) from 14 August.
The NPD is being introduced off the back of strong 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% year on year. The Juice Burst brand is now worth over £22.4m in retail and is outperforming the Drink Now Fruit Juice category in both value and volume.
The new Peach Ice Tea is claimed to contain 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. It is both HFSS- and schools-compliant, with no added sugar, artificial flavours or sweeteners.
Sarah Baldwin, CEO of Purity Soft Drinks Ltd, commented: “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.”
The launch will be supported by a national OOH and digital marketing campaign.
