Purity Soft Drinks has expanded its latest innovation, Juice Burst Peach Ice Tea, into a larger 500ml format (RRP £1.65). Available from October across foodservice, wholesale, and cash & carry, the larger bottle caters to consumer demand following the launch of Juice Burst Peach Ice Tea in 330ml bottles.
Since its launch in August 2023, Juice Burst Peach Ice Tea has become Purity’s second-biggest 330ml SKU. The new format has been introduced to build on this momentum, as well as to meet the growing demand for more choices in drink formats.
The brand noted that Juice Burst Peach Ice Tea contains more fruit juice than any other SKU in the tea-flavoured juice market, which is currently growing ahead of the total soft drinks category year-on-year. The flavour contains one of the five a day and is HFSS compliant, with the 330ml format said to be popular among younger consumers, with over 75% of its volume sold in schools.
Purity Soft Drinks revealed that it is also exploring options to accommodate growing consumer demand for the flavour in at-home occasions, including the potential launch of an additional 1L format.
Sarah Baldwin, CEO of Purity Soft Drinks, commented: “Our mission is to deliver natural refreshment for everyone, in every drop, with flavour profiles inspired by existing and emerging trends. Our latest NPD Juice Burst Peach Ice Tea 330ml has been a hit with consumers, so in response to popular demand, we’ve introduced a larger format to give consumers even more of the flavour they love.
“Peach Ice Tea 500ml is launching off the back of a summer of success for Juice Burst. In recent months, the brand has grown by 6.3%, which is over six times faster than the total soft drinks category. We also recently wrapped up the brand’s biggest marketing campaign yet, Punchy To The Core, which kept the punchy taste of Juice Burst Apple front of mind for millions of shoppers throughout the summer, and in July made our packaging 100% recyclable with the introduction of attached caps.”
