Energy drink brand Purdey’s has launched two new flavours alongside a reformulated version of its Apple & Grape variant.
Berry & Dragon Fruit (RRP £1.95/330ml) offers “zingy blackberry and exotic dragon fruit flavours”, while Orange & Mango (RRP £1.95/330ml) offers “citrusy orange and tropical mango juices”, said the Carlsberg Britvic-owned brand.
The reformulated Apple & Grape (RRP £1.95/330ml) delivers a “vibrant and fruity fusion of crisp apple and fresh grape juices”.
The brand has also unveiled a new look featuring a “sleek, sophisticated pack design that energises the product’s appearance on-shelf and makes it stand out”, it said.
Cans now feature more prominent call outs of the flavours on-pack, making it easier for shoppers to find and choose their preferred product.
“This relaunch is more than just a refresh, it’s a bold step forward for Purdey’s and for the natural energy drinks space,” said Sam Bidgood, senior brand manager at Carlsberg Britvic
“Traditional stimulant energy drinks aren’t for everyone, and some shoppers are looking for natural ingredients with functional benefits, with no compromise on taste. With new flavours, a premium, modern look, and growing consumer demand, we aim to help support retailers this year with the opportunity ahead.”
The flavour launches would be supported with in-store activations, point of sale materials, and sampling, added Purdey’s.
A targeted PR campaign and partnerships with influencers and creators aims to increase engagement and reach more people.
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