Purity Soft Drinks is expanding its Juice Burst range with the launch of a Tropical Sour variant.
Launching in a 330ml recyclable bottle format across the grocery, wholesale, convenience and foodservice channels, the innovation brings the on-trend sour flavour profile to the fruit juice category.
Like all Juice Burst SKUs, Tropical Sour will provide consumers with one of their five-a-day in every bottle, with no added sugar, or artificial colours, flavours, or sweeteners.
Mark Edge, Head of Brand Marketing at Purity Soft Drinks Ltd, said: “Sour is a huge taste and flavour trend among younger consumers, but it’s yet to make its mark in fruit juice – until now. Juice Burst Tropical Sour brings something new to the category, pairing a bold sour twist with the familiar appeal of tropical to create a flavour that’s both exciting and accessible.
“The flavour delivers a naturally healthy twist on a traditionally ‘unhealthy’ profile, free from added sugar, artificial colours, flavours, and sweeteners, and with one of your five-a-day in every bottle. We know Juice Burst already resonates strongly with the younger generation, and Tropical Sour builds on that success with an innovation designed with them in mind.”
Juice Burst Tropical Sour has confirmed listings in Morrisons from the end of this month, and wholesale listings confirmed for September. A supporting marketing campaign will kick off in August, with social media activity across Facebook, Instagram and TikTok, as well as OOH advertising.
