The Juice Burst Drinks Co has invested £1m in a refresh for its Juice Burst brand and added Juice Burst Quench, a new functional hydration line.
The new look for Juice Burst was designed to “greater relevancy amongst younger consumers, particularly Gen Z”, while also reinforcing the brand’s “core values of great taste, real fruit juice and everyday value,” said The Juice Burst Drinks Co.
It features new packaging, multipack wraps and printed caps, designed to make products “more distinctive in-store”.
The new look for Juice Burst will be backed by new campaign, ‘It’s not that deep’, designed to poke fun at “the increasingly complicated drink propositions” available to shoppers.
“Traditional juice brands are stuck in the past and modern drinks have become overcomplicated and performative,” said Scott Snell, The Juice Burst Drinks Co CEO. “There is a gap for something simple, real, and modern. The opportunity is to make juice drinks feel relevant again.
“Juice Burst is the real deal. In a world full of brands trying too hard, Juice Burst is simply what it says it is. Real fruit, one of your 5 a day, no shortcuts, and not trying too hard. We say what we mean and we don’t pretend to be something we’re not.
“’It’s not that deep’ celebrates simple enjoyment over optimisation culture and the need to find meaning in everything. Sometimes a drink just tastes nice, and that’s enough.”
Meanwhile, the new Juice Burst Quench range had been developed to “harness the growing demand for enjoyable hydration options”.
Available via major wholesalers in Berry Fruits, Tropical Fruits and Citrus Fruits flavours, the drinks (rsp: £1.75/500ml) contain no artificial sweeteners and zero added sugar, as well as just 85 calories per bottle.
A £1 PMP format will also be available for convenience retailers.
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