Juice Burst Quench NPD unveiled to drive growth
THE Juice Burst Drinks Co. – formerly Purity Soft Drinks – has launched a £1million campaign as part of a refresh of its Juice Burst brand and launched a new Juice Burst Quench range to drive growth in chilled juice and attract a new generation of shoppers.
The firm says the rebrand has been developed to drive greater relevancy among younger consumers, particularly Gen Z, while reinforcing Juice Burst’s core values of great taste, real fruit juice and everyday value. The refreshed look features bold, colourful packaging, eye-catching multipack wraps and new printed caps, making the products more distinctive in-store and strengthening brand identity.
At the heart of the rebrand is a new £1million campaign, “It’s not that deep” – a tongue-in-cheek creative that aims to poke a bit of fun at the increasingly complicated drink propositions out there.
Juice Burst says it wants to simplify a category that has become increasingly complex. While functional and better-for-you soft drinks continue to grow, the brand reckons many consumers are calling out for simplicity – seeking straightforward, easy choices that fit their everyday lives.
With 19.7million UK households purchasing chilled fruit juice each year and 82% repeating their purchase, Juice Burst sees a significant opportunity to bring new shoppers into the category by promising uncomplicated enjoyment.
As part of the major push from the newly formed The Juice Burst Drinks Co., the business is also releasing Juice Burst Quench, a new range designed to harness the growing demand for enjoyable hydration options.
Juice Burst Quench combines real fruit with water, creating a drink that delivers hydration alongside the health benefits of juice and the taste credentials of the Juice Burst brand, says the company.
Juice Burst Quench launches in three variants – Berry Fruits, Tropical Fruits and Citrus Fruits – with no artificial sweeteners and zero added sugar. At just 85 calories, every 500ml bottle is said to deliver one of your five-a-day and each has an RRP of £1.75, alongside a £1 PMP format for convenience retailers.
Rolling out now across wholesale and convenience, Juice Burst Quench is designed to be merchandised within on-the-go and ready-to-drink chillers alongside wider soft drinks fixtures rather than the traditional juice category, helping retailers capitalise on growing demand for hydration-focused refreshments.
Scott Snell, chief exec of The Juice Burst Drinks Co., said: “Traditional juice brands are stuck in the past and modern drinks have become overcomplicated and performative. There is a gap for something simple, real, and modern. The opportunity is to make juice drinks feel relevant again.
“Juice Burst is the real deal. In a world full of brands trying too hard, Juice Burst is simply what it says it is – real fruit, one of your five-a-day, no shortcuts and not trying too hard. We say what we mean and we don’t pretend to be something we’re not. ‘It’s not that deep’ celebrates simple enjoyment over optimisation culture and the need to find meaning in everything. Sometimes, a drink just tastes nice, and that’s enough.”
