Britvic is set to extend its Purdey’s drinks range with a new 250ml can format.
Launching in October, the convenient on-the-go variant of the multivitamin drink will target consumers looking for immediate refreshment.
Leading the way in the healthy energy drinks category, in the last year, Purdey’s has seen penetration growth of over 40% (Kantar Worldpanel Take Home 52we 13.08.17) and value growth of 63% (Nielsen Scantrack 52w/e 05.08.17). Purdey’s offers a soft drink that appeals to health-conscious consumers looking for a more sustained energy boost from vitamins as opposed to caffeine - and the can format will help unlock this potential by addressing barriers to purchase.
The new can design will be launched in an exclusive pricemarked pack to drive positive price perception and increase stand-out on shelf. This, coupled with a £3m above and below-the-line brand campaign, will drive demand and ensure the product is easy to find and buy instore.
Kevin McNair, marketing director at Britvic GB, commented: “With a rise in clean and healthy eating, as well as a desire for sustained energy solutions, Purdey’s offers consumers a cleaner alternative to the established energy drinks brands on offer. Our new 250ml can format ensures busy consumers can enjoy the health benefits that the added vitamins provide whilst on-the-go. We’re confident that the new can will help retailers tap into this huge opportunity by providing a format for every drinking occasion. We would advise positioning the range adjacent to the energy category to ensure it is absolutely unmissable!’
With its high juice content, vitamins and botanical extracts, Purdey’s is free from caffeine, artificial colours, flavourings, sweeteners and preservatives. With no added sugar, it is exempt from the Sugar Levy which is set to be introduced in April 2018.
From October, Purdey’s 250ml price marked pack can format will be available exclusively to the Independent channel (rrp £1.19).