Purdey’s natural energy announces major transformation with bold new look and flavour refresh

Purdey’s, the natural energy drink brand, is unveiling a bold new identity – complete with refreshed packaging and flavourful new products. The popular portfolio will now include Berry & Dragon Fruit and Orange & Mango, as well as a reformulated version of the existing favourite, Apple & Grape. Each of the great tasting options are made with 34-35% fruit juice, natural caffeine, B vitamins, botanicals and guarana. 

The reformulated Apple & Grape delivers a vibrant and fruity fusion of crisp apple and fresh grape juices, Berry & Dragon Fruit pairs zingy blackberry and exotic dragon fruit flavours for a radiant fusion, while Orange & Mango combines citrusy orange and tropical mango juices for a bright, revitalising lift.

The brand refresh looks to capitalise on the rapid growth of natural energy, which is the fastest growing segment in soft drinks over the last five years^[1], expected to hit £156m by 2027^[2]. Purdey’s new look features a sleek, sophisticated pack design that energises the product’s appearance on-shelf and makes it stand out. The updates also include more prominent call outs of the flavours on-pack, making it easier for shoppers to find and choose their preferred product.

71% of shoppers are looking for energy drinks free from artificial ingredients[3]. Purdey’s is perfectly positioned to stand out from the crowd with its natural energy positioning. There is a growing demand for energy support[4] and Purdey’s carefully moderated caffeine content paired with B vitamins delivers functional benefits for a natural uplift. The new Purdey’s products each contain at least 60mg of natural caffeine[5] and B vitamins, offering consumers an effective yet balanced source of energy.

Sam Bidgood, Senior Brand Manager at Carlsberg Britvic, said: “This relaunch is more than just a refresh, it’s a bold step forward for Purdey’s and for the natural energy drinks space. Traditional stimulant energy drinks aren’t for everyone, and some shoppers are looking for natural ingredients with functional benefits, with no compromise on taste.  With new flavours, a premium, modern look, and growing consumer demand, we aim to help support retailers this year with the opportunity ahead.”

Available in 330ml sleek cans (RRP £1.95), 4 x 250ml slim can multipacks (RRP £4.75), 12 x 330ml sleek can online packs (RRP £18.49 via Amazon, Ocado and TikTok Shop), the revitalised line-up rolls out across Grocery, Impulse and Wholesale from 8 September. The launch will be supported with in-store activations, point of sale materials, and sampling to raise awareness and encourage people to try it. This will be alongside a targeted PR campaign and partnerships with influencers and creators to increase engagement and reach more people.