Juice Burst ‘Punchy To The Core’

Purity Soft Drinks, maker of leading fruit juice and juice drink brands Juice Burst and firefly, has announced the launch of Juice Burst’s biggest ever marketing campaign – Punchy To The Core. Live from June 2024, the campaign showcases the punchy taste of its bestselling Juice Burst Apple variant.

Punchy To The Core aims to keep Juice Burst Apple front of mind for shoppers throughout the summer months, highlighting its refreshing taste as well as its health credentials – providing consumers with one of their five-a-day, with no added sugar, artificial flavours, or sweeteners.

Testing exceptionally well with consumers, with 92% reporting that they like the new advert, the campaign is set to reach over 30 million UK adults and will be seen 174 million times. Following a six-figure investment, Punchy To The Core will be amplified through social and digital activity, nationwide sampling, and disruptive OOH advertising including thousands of bus t-sides and phone kiosk adverts across 21 major UK cities.

With the Drink Now category outperforming the Total Soft Drinks category, growing at +13%, and apple as a flavour performing ahead of the Drink Now category at +18.2%, the new campaign positions Juice Burst Apple as the on-the-go thirst quencher of choice this summer. Juice Burst Apple is already a firm favourite for on-the-go shoppers, with its 500ml format tripling in sales since 2021, and is now the number one Apple Drink Now Fruit Juice SKU.

Sarah Baldwin, CEO of Purity Soft Drinks Ltd, comments: “While there is so much innovation in the soft drinks category, and our latest variants Summer Fruits and Peach Ice Tea have performed exceptionally well, it’s important for retailers to never lose sight of their core range. Timeless flavours like apple and orange continue to be in huge demand. That’s exactly what Punchy To The Core aims to spotlight: the punchy, thirst-quenching classic that is Juice Burst Apple.

“At Purity Soft Drinks our mission is to deliver natural refreshment for everyone, in every drop. Our research shows that 29% of consumers are drinking more fruit juice and juice drinks in comparison to pre-Covid levels, driven by an increased focus on health. In fact, 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. Punchy to the Core is an extension of our mission, bringing the great taste and health credentials of Juice Burst Apple to juice lovers and health-conscious consumers UK-wide.”

Punchy To The Core is being introduced off the back of incredible growth for Purity Soft Drinks, with the company growing 37% to a value of £27m – driven by a combination of new business growth, extended distribution points with existing customers, and rate of sale on both brand ranges, Juice Burst and firefly.

The manufacturer has a strong track record when it comes to investing in and growing its brands through marketing initiatives. This latest campaign aims to build on the success of Juice Burst’s summer 2023 campaign – Shake That Tang – which focused on Juice Burst Orange, reaching over 24 million adults and significantly increasing sales.

This summer will also see the return of Juice Burst’s hugely successful Shake Up Your Summer campaign, driving awareness of recent NPD Juice Burst Summer Fruits. This flavour delivers a refreshing blend of strawberry, cherry, and apple, provides consumers with one of their five-a-day, and is already a top 10 bestselling flavour within the on-the-go fruit juice market.

Source: External consumer testing March 2024

Source: IRI Ext Marketplace Value Sales 52 we data 17.03.24

Source: IRI Ext Marketplace 52 we data 21.01.24

Research commissioned by Purity Soft Drinks, survey of 1,500 UK consumers, 2023

Group sales in the year to 31 March 2023