Purdey’s is igniting its natural energy range by adding two new products to the wellness segment – Refocus and Replenish. The brand has added over £3.5m to the soft drinks category in the past four years alone[1], growing by almost 70% in that same time period[2]. Both additions will expand this growth by offering shoppers an even wider range of benefits to meet the different energy needs throughout the day and week. The brand is also undergoing a complete redesign with the functional benefits and great flavour further highlighted to help make wellness more accessible for consumers.

Over the last year, the pandemic has accelerated health trends, creating opportunities for wellness brands such as Purdey’s. One in five people have been taking vitamins during lockdown, while 47% agree they will eat more foods to support their immune system[3]. Refocus and Replenish are ideally positioned to meet these growing consumer needs, by offering multiple benefits for those seeking energy but looking for a more ‘natural’ lift:

  • Refocus is a blend of dark fruits, naturally caffeinated and contains guarana and b-vitamins – inspired by people wanting to stay mentally sharp
  • Replenish is a lighter blend of sparkling raspberry juice with rose extract. It is under 50 calories per bottle, enriched with b-vitamins and magnesium to help restore natural balance

Phil Sanders, out of home commercial director at Britvic, comments: “Consumers are looking for functional energy drink options that will also benefit their overall wellbeing, with over half trying to eat healthily most of the time while keeping up with the pressures of modern-day life[4]. At twice the average price per litre, the wellness segment – in which Purdey’s sits – is key to growth[5] for retailers within their soft drinks range.

“Purdey’s is available to convenience retailers in a number of different formats to suit their store and their customers’ needs, for example, cans play a huge role in on-the-go purchases in this market at a lower entry price. We are confident that our new pack design will also help to drive sales, with increased stand-out on shelf, while communicating the key functional attributes and great taste to ensure consumers clearly understand the benefits available to them.”

The full range now includes three flavours. Existing grape and apple blend, Rejuvenate has also been reformulated as part of the brand update to ensure the whole range is HFSS compliant. The new flavours and pack design will begin rolling out from 8th March and will be supported with an integrated digital campaign.

[1] Kantar Worldpanel, Total Take Home Soft Drinks, 52wk data to 27.12.20

[2] Nielsen Total Coverage, Value Growth Actual, 52we to 19.12.20 vs 24.12.2016 (T. Purdey’s 67.7%)

[3] IGD ShopperVista, Has COVID Kick-Started new health trends? 10.09.2020

[4] Mintel – Attitudes Towards Healthy Eating – UK February 2020 (53%)

[5] Nielsen RMS – Total Coverage – Britvic Functional Drinks “Wellness” Segmentation and Total Soft Drinks – Value and Volume data – PPL – 52we to 28.03.20 vs previous years

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