juice burst

Soft drinks supplier Purity has injected a ­further £4m into its Juice Burst portfolio, as part of ambitious plans to ­double sales to £60m in the next three years.

It was “business as usual” for the company in spite of economic uncertainty arising from the Brexit vote, claimed CEO David Bell.

The latest investment, which follows a £4m spend in 2013 on a new state-of-the-art production line for the juice drinks, would help ­”propel the business ­forward”, he said.

“We are set to double Juice Burst’s £30m sales value by the end of 2019 through continued ‘better-for-you’ product innovation, improved branding and marketing investment.”

Bell added the company had increased staff at its production site at Wednesbury in the West Midlands by more than 20% from 2015 to 2016. “We are planning to grow within the UK by leading the way in creating a better-for-you, better-tasting and better-value juice drink.”

The company had removed 20% of the added sugar within the Juice Burst portfolio in the past year, he said. By the end of the summer, more than 70% of the entire range would have no added sugar.

“We also insist on cramming at least one full portion of fruit into every bottle we produce, which is typically four times more than other soft drink products.”

Looking to international territories, Bell said Purity was planning to launch its schools-approved range across Hong Kong and the Middle East within the next few months.