Purdey’s Launches New ‘On-The-Go’ Can Format

Britvic is set to extend its range for popular multivitamin drink brand, Purdey’s, with the launch of a brand new 250ml can format. Launching in October, the convenient on-the-go variant will target consumers looking for Immediate Refreshment, unlocking true scale through a format for every occasion.

Leading the way in the healthy energy drinks category, in the last year alone Purdey’s has seen penetration growth of over 40%[1] and value growth of 41%[2].  While 52% of consumers feel that they don’t have enough energy on a regular basis[3], only one in nine shoppers are currently buying energy products in the category[4]. Purdey’s offers a soft drink that tastes great and appeals to health-conscious consumers looking for a more sustained energy boost from vitamins as opposed to caffeine – and the can format will help unlock this potential by addressing barriers to purchase.

Purdey’s will also launch a £3m above and below-the-line brand campaign, which will drive demand and ensure the product is easy to find and buy in store.

Kevin McNair, Marketing Director at Britvic GB, commented: “With a rise in clean and healthy eating, as well as a desire for sustained energy solutions, Purdey’s offers consumers a cleaner alternative to the established energy drinks brands on offer. Our new 250ml can format ensures busy consumers can enjoy the health benefits that the added vitamins provide whilst on-the-go. We’re confident that the new can will help retailers tap into this huge opportunity by providing a format for every drinking occasion. We would advise positioning the range adjacent to the energy category to ensure it is absolutely unmissable!’

With its high juice content, vitamins and botanical extracts, Purdey’s is free from caffeine, artificial colours, flavourings, sweeteners & preservatives. With no added sugar, it is exempt from the Sugar Levy which is set to be introduced April 2018.

[1] Kantar World panel Online, Take Home Panel, Total Stores, data to w.e. 31.12.17

[2] Nielsen Scantrack, Latest 52 weeks, data to w.e. 23.12.17

[3] Mintel, Consumer Attitudes to Functional Foods, 2013

[4] Kantar OOH Purchase Panel, 52 weeks to 10.09.17, Total coverage, % Penetration, Stimulant Drinks