Purdey's natural energy

Refocus and Replenish are the two latest additions to Britvic’s Purdey’s range. Both Replenish (Raspberry & Rose with essential minerals) and Refocus (Dark Fruits with guarana) come in a 330ml glass bottle (rrp £1.59), while the latter also comes in a 250ml can (rrp £1.29).

The existing Rejuvenate variant has also been reformulated as part of the brand update to ensure the whole range is HFSS compliant. The new flavours and pack design will be supported with an integrated digital campaign.

The brand has added over £3.5m to the soft drinks category in the past four years alone [Kantar Worldpanel, Total Take Home Soft Drinks, 52wk data to 27.12.20], growing by almost 70% in that same time period [Nielsen Total Coverage, Value Growth Actual, 52we to 19.12.20 vs 24.12.2016 (T. Purdey’s 67.7%)], according to Britvic. The firm claims that both additions will expand this growth by offering shoppers an even wider range of benefits to meet the different energy needs throughout the day and week. Purdey’s is also undergoing a complete redesign with the functional benefits and great flavour further highlighted to help make wellness more accessible for consumers. 

Over the last year, the pandemic has accelerated health trends, creating opportunities for wellness brands such as Purdey’s, states Britvic. One in five people have been taking vitamins during lockdown, while 47% agree they will eat more foods to support their immune system (IGD ShopperVista, Has COVID Kick-Started new health trends? 10.09.2020).  

Phil Sanders, out of home commercial director at Britvic, said: “Consumers are looking for functional energy drink options that will also benefit their overall wellbeing, with over half trying to eat healthily most of the time while keeping up with the pressures of modern-day life [ Mintel – Attitudes Towards Healthy Eating – UK February 2020 (53%)]. At twice the average price per litre, the wellness segment – in which Purdey’s sits – is key to growth [Nielsen RMS – Total Coverage – Britvic Functional Drinks “Wellness” Segmentation and Total Soft Drinks – Value and Volume data – PPL – 52we to 28.03.20 vs previous years] for retailers within their soft drinks range.

“Purdey’s is available to convenience retailers in a number of different formats to suit their store and their customers’ needs, for example, cans play a huge role in on-the-go purchases in this market at a lower entry price. We are confident that our new pack design will also help to drive sales, with increased stand-out on shelf, while communicating the key functional attributes and great taste to ensure consumers clearly understand the benefits available to them.”