Natural energy drink brand Purdey’s has overhauled its range with refreshed packaging and new products.
The portfolio will now include Berry & Dragon Fruit and Orange & Mango, as well as a reformulated version of Apple & Grape. Each of the drinks is made with 34-35% fruit juice, natural caffeine, B vitamins, botanicals and guarana.
The brand refresh aims to capitalise on the rapid growth of natural energy, which is the fastest-growing segment in soft drinks over the last five years, expected to reach £156m by 2027.
Purdey’s new look features a sophisticated pack design that aims to energise the product’s appearance on-shelf and make it stand out. The updates also include more prominent call-outs of the flavours on-pack, making it easier for shoppers to find and choose their preferred product.
Sam Bidgood, Senior Brand Manager at Carlsberg Britvic, said: “This relaunch is more than just a refresh, it’s a bold step forward for Purdey’s and for the natural energy drinks space. Traditional stimulant energy drinks aren’t for everyone, and some shoppers are looking for natural ingredients with functional benefits, with no compromise on taste. With new flavours, a premium, modern look, and growing consumer demand, we aim to help support retailers this year with the opportunity ahead.”
Available in 330ml sleek cans (RRP £1.95), 4 x 250ml slim can multipacks (RRP £4.75), 12 x 330ml sleek can online packs (RRP £18.49 via Amazon, Ocado and TikTok Shop), the revitalised line-up started rolling out across grocery, impulse and wholesale this week. The launch will be supported by in-store activations, point-of-sale materials, and sampling, alongside a targeted PR campaign and partnerships with influencers.
