Purity Soft Drinks aims to join the fight to improve children’s diets with the launch of three juice drinks for lunchboxes.
The drinks, in apple, berry and orange, will hit wholesalers and independents in 250ml bottles under the name Thirst Burst.
They are billed as “the perfect playtime pal” and will have colour-coded labels sporting different fruit-based characters.
At the same time, the company is adding two lines to its ACE range of healthy adult juice drinks. The two new variants will be mandarin, orange & lime and citrus & strawberry. The products are fortified with extra vitamins.
Thirst Burst and the additions to the ACE range will be officially launched at Food & Drink Expo at the Birmingham NEC in March. Retailers will be able to advertise the products through point of sale and promotional material.
MD Mike Cox said he hoped the products enjoyed the success of the company’s Juice Burst range, which was launched in 2001 and has topped annual sales of one million cases. The company’s other products include Citrus Burst and Masons Lemonade.