Britvic adds Purdey’s Edge to its portfolio

23 March, 2016

Britvic Soft Drinks is bringing out a new variant for its multivitamin fruit drink Purdey’s, to tap into increasing demand for vitality options.

Purdey’s Edge, which will sit alongside the original Rejuvenate variant, is made using a blend of dark berry juices, sparkling water, botanicals and vitamins including B vitamins and vitamin C. The producer said the blackthorn, hawthorn, snakeroot and wormwood botanicals contribute to a bold and distinctive taste that gives drinkers a gentle lift.

Each bottle of Edge comprises one of the recommended five portions of fruit and vegetables a day. It also contains no caffeine, artificial flavours or added sugar.

The launch follows the creation of the brand’s ‘Thrive On’ campaign at the beginning of this year, which stars British icon, Idris Elba.

Britvic’s GB Marketing Director, Kevin McNair said, “Purdey’s already enjoys a strong following among those with busy lives and discerning taste, and the new Purdey’s Edge variant is set to excite their taste buds even further. The striking dark packaging will enhance the brand’s premium character and encourage stand-out on shelf, driving sales opportunities for retailers as well as trade-up from other brands. We’d recommend stocking Purdey’s Edge alongside the original Rejuvenate variant to make the most out of these opportunities.”

The drink has a recommended price of £1.49 for a 330ml bottle. 

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