Purity Soft Drinks has reported declining sales and profits caused by falling demand and commodity inflation in juices.
The Juice Burst and Firefly brand owner saw sales fall by 9.7% to £27.0m in the year ended 28 March 2025. Operating profits before exceptional items, meanwhile, crashed by 41.1% to £3.3m.
Purity Soft Drinks said “significant levels of commodity inflation” – namely the cost of orange and apple juices used in its drinks – were to blame for its woes.
“The single biggest risk facing the business has been the orange and apple juice commodity supply chain, where a combination of unfavourable weather and disease has resulted in poor crops and exceptionally high pricing,” wrote company director Christopher Steel.
Purity had sought to mitigate the increased costs in its supply chain through “cost efficiency savings, bottle size reductions and price increases,” revealed Steel, adding that higher shelf-edge prices had in turn led to reduced demand for its drinks.
“Despite the fall in demand the directors are satisfied with performance given the macro environment,” Steel said. “The company continues on its growth strategy of driving market penetration and adding new consumer-led product development underpinned by continued investment in the brand and our people.”
In March, Purity Soft Drinks hired former Deeply Foods and Bahlsen Group executive Jonathan Duffin to be its new CEO.
Duffin replaced Sarah Baldwin, who left the company to join Kingsland Drinks – also in March.
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