Britvic launches new variant for Purdey’s

Purdey's Edge

A new variant has been launched for multivitamin fruit drink Purdey’s as Britvic Soft Drinks looks to develop the brand in the on-trade.

The new Purdey’s Edge is made using a blend of dark berry juices, sparkling water, botanicals and vitamins including B vitamins and vitamin C. The blackthorn, hawthorn, snakeroot and wormwood botanicals contribute to a bold and distinctive taste that provides drinkers with a gentle lift.

Alongside the original Purdey’s Rejuvenate variant, it taps into the increasing consumer demand in soft drinks for “vitality” options. Britvic is also working with the on-trade to develop serves such as using Purdey’s as a mixer with spirits.

Each 330ml bottle of Purdey’s Edge comprises one of the recommended five portions of fruit and vegetables a day. It also contains no caffeine, artificial flavours or added sugar.

The release of Purdey’s Edge follows the launch of the brand’s “Thrive On” campaign with British actor Idris Elba, encouraging consumers to “make the most of life’s opportunities and shape their own success”.

Britvic’s GB marketing director, Kevin McNair, said: “Purdey’s already enjoys a strong following among those with busy lives and discerning taste, and the new Purdey’s Edge variant is set to excite their taste buds even further.

“The striking dark packaging will enhance the brand’s premium character, driving sales opportunities for operators as well as trade-up from other brands. We know that drinkers are increasingly looking for more unusual options when out with friends, so Purdey’s is perfectly placed to respond to this.”

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