Juice Burst has expanded its range with a limited edition flavour.
Juice Burst Tropical Sour (RRP: £1.25/330ml) is available from August for six months and introduces an “on-trend sour flavour to the fruit juice category”, said brand owner Purity Soft Drinks.
It aims to help retailers create excitement for their shoppers by adding a “wickedly sour twist” to the traditional tropical juice flavour.
Each bottle contains one of your five-a-day and is free from added sugar, artificial colours, flavours and sweeteners.
School approved and HFSS-complaint, the new flavour is expected to be a hit among younger consumers, particularly those aged 11 to 16, added the brand.
It will be packaged in 100% recyclable bottles with attached caps.
“Sour is a huge taste and flavour trend among younger consumers, but it’s yet to make its mark in fruit juice – until now. Juice Burst Tropical Sour brings something new to the category, pairing a bold sour twist with the familiar appeal of tropical to create a flavour that’s both exciting and accessible,” Mark Edge, head of brand marketing at Purity Soft Drinks Ltd.
“The flavour delivers a naturally healthy twist on a traditionally ‘unhealthy’ profile, free from added sugar, artificial colours, flavours, and sweeteners, and with one of your five-a-day in every bottle. We know Juice Burst already resonates strongly with the younger generation, and Tropical Sour builds on that success with an innovation designed with them in mind.”
The new flavour will be supported by a marketing campaign that includes paid social media across Facebook, Instagram and TikTok, as well as OOH advertising.
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