Purity Soft Drinks is expanding the distribution of its Juice Burst Apple line. The brand’s bestselling flavour has confirmed additional listings in Sainsbury’s, Tesco, and Morrisons Daily stores, and will be launching in Iceland for the first time in January next year.
The new listings follow the growing popularity of apple-flavoured drinks along with the brand’s investment in its biggest marketing campaign to date. Juice Burst Apple has overtaken Orange as the brand’s bestselling variant, growing to become the number one apple juice SKU in drink now. Its nationwide summer campaign – Punchy To The Core – amplified the flavour to over 30 million UK adults and was seen 174 million times through a combination of digital and out-of-home advertising.
HFSS-compliant and SDIL-exempt with no added sugar, and containing one of the five-a-day in every bottle, the popularity of Juice Burst Apple has been attributed to the increasing number of health-conscious consumers post-pandemic. The brand has grown by 60% since 2019 to reach a value of £80m in recent months.
Sarah Baldwin, CEO of Purity Soft Drinks, commented: “We entered 2024 with big ambitions for Juice Burst Apple. Research we commissioned found that when choosing a soft drink, health is now the second most important consideration after taste, with 41% of juice drinkers choosing a product because of its health credentials and 36% preferring products that provide one of their five-a-day.
“We’re delighted by the success we’ve seen for Apple in the market, and the vote of confidence shown by our retailer partners who are stocking the brand in more stores for their shoppers.”
