Natural drinks brand Firefly has been relaunched with a new look, no-added sugar recipes and new format.
The revamp, the first major activity for Firefly since it was acquired by Purity Soft Drinks in May last year, will this month bring the roll-out of a ‘vibrant’ new look featuring botanical drawings on the side of the bottle to flag up the brand’s health credentials.
Recipes have also been improved to offer better taste, and made free of added sugar to boost appeal among health conscious consumers.
Firefly will continue to produce 330ml glass bottles, but is moving its 500ml PET drinks to new 400ml PET bottles. The 500ml bottle had been launched to extend Firefly into the mainstream juice drink category, but Purity said it was keen to launch a PET version that more closely resembled the 330ml glass bottles that helped establish the brand.
The 400ml format comes with the same £1.49 price tag as its predecessor to reflect a move to “slightly more expensive ingredients”, said the supplier, adding 400ml was also better suited to the on-the-go market.
“Firefly is perfectly placed to take advantage of the trend for natural, healthy and premium soft drinks, and we have worked on the positioning of the brand to ensure it appeals to that market,” said marketing director Jon Evans.
The relaunched drinks will benefit from a new website that will be supported by social media and PoS activity.
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