In an exciting development for the beverage industry, a well-known juice manufacturer is set to realign its brand identity with its leading product, Juice Burst. This strategic move aims to enhance its market presence and attract a broader audience.
Founded in Wednesbury, Staffordshire, 130 years ago, the firm has established itself as a prominent supplier of juices and juice drinks, with Juice Burst frequently available at major grocery retailers across the UK.
The new strategy is intended to emphasize Juice Burst as the primary driver for future growth, while also signaling the manufacturer’s intent to increase its appeal among shoppers and “unlock” fresh opportunities in retail, convenience, and foodservice sectors.
Purity Soft Drinks will gradually transition to The Juice Burst Drinks Co. over the coming months, bolstered by a significant consumer campaign set to launch in September 2026.
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To facilitate its next growth phase, the company has appointed Scott Snell as the new chief executive officer. Snell brings considerable experience from senior positions at various food manufacturers, including pladis, Mondelēz, and PepsiCo, where he led the Naked juice brand.
The rebranding effort is part of a broader initiative to establish Juice Burst as the preferred juice brand among Gen Z consumers, with plans for increased investments in branding, consumer communication, and customer partnerships.
“This is a defining moment for the business. We’ve taken the opportunity to reset, refocus and build around our biggest strength – Juice Burst,” said Snell.
“There’s a real opportunity to bring fresh energy into the juice drinks category. Our ambition is simple: make Juice Burst unmissable – more relevant, more visible, and easier to shop for consumers, while delivering consistent growth for our customers.
“Now it’s all about execution – expanding distribution, winning in store and driving strong rate of sale as we scale the brand.”
Key Takeaways
- The juice manufacturer is rebranding to enhance alignment with its leading product, Juice Burst.
- Founded in Wednesbury, Staffordshire, the brand has a rich history of 130 years.
- The transition to The Juice Burst Drinks Co. will be gradual, starting with a campaign in September 2026.
- Scott Snell has been appointed as the new CEO, bringing extensive industry experience.
- The firm aims to make Juice Burst the go-to juice for Gen Z with increased marketing efforts.
FAQ
What is the reason for the rebranding?
The rebranding aims to align the company’s identity more closely with its foremost product, Juice Burst, to enhance market presence.
When will the transition to The Juice Burst Drinks Co. be completed?
The transition will occur gradually over the coming months, accompanied by a major consumer campaign set for September 2026.
Who is the new CEO and what is his background?
Scott Snell is the newly appointed CEO, known for his significant experience in FMCG from previous roles at various food companies.
What is the target audience of the new marketing strategy?
The marketing strategy is particularly focused on attracting Gen Z consumers.
What is the firm’s main goal with Juice Burst?
The goal is to make Juice Burst more relevant, visible, and accessible to consumers while achieving consistent growth.
