The Juice category has been going through something of a hard time of late, as consumers become more cautious of added sugar in their beverages; however there is one brand that has been thriving throughout. JUICEBURST has been established for fifteen years now, and a change of ownership five years ago has seen strong growth ever since. According to CGA, JUICEBURST is growing at 165% versus last year in the Foodservice Market (1/8/16 MAT).
This incredible growth has primarily been down to the flexibility of the brands business owners Purity Soft Drinks, to meet consumer needs. Building on the popular 500ml range, the business has created a no added sugar 330ml schools approved range and a low calorie SKINNY range. More recently JUICEBURST has become available in a 275ml glass bottle, aimed at the on trade market.
Every product in the JUICEBURST range offers one of your five daily portions of fruit and vegetables, whilst 75% of its range has no added sugar. By mid-2017 all products will be underneath the proposed sugar tax threshold. JUICEBURST has also gone under somewhat of a makeover, simplifying their core message of a one of your five daily portions of fruit and vegetables, whilst amplifying their brand logo and graphics. Health & Wellbeing is core to the brand, and they have recently become the official drinks partners of Wigan Warriors Rugby League Club, who support the message whilst working with children in the community.
JUICEBURST offers the consumer a product for every occasion, and has a strong distribution footprint across the Out Of Home marketplace. With a core demographic of 11 -24 year olds, the brand is popular in Schools, Colleges and Universities, along with Coffee Shops, Family Destinations and in the Workplace.
Trading Director, Matt Collins believes the growth will continue, with major marketing investment planned for 2017, along with subtle changes to formulation to offer consumers what they want. “It is our ambition to double the size of the JUICEBURST brand by 2020”