Britvic’s Purdey’s Refocus and Replenish
Category – Functional drinks
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Available – From this month
Location – The UK
Price – SRP of GBP1.59 (US$2.20) per 33cl bottle
Britvic has brought “natural energy” brand Purdey’s into the “wellness” arena with the launch of two new functional flavours.
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By GlobalDataPurdey’s Refocus and Purdey’s Replenish contain fruit juice as well as ingredients with specific functional benefits. Refocus’s caffeine, guarana and B-vitamins are targetted at consumers wanting to stay mentally sharp while Replenish’s magnesium aims to “help restore natural balance”, Britvic said.
According to the brand owner, the UK’s coronavirus lockdowns amplified trends for health & wellness, motivating consumers to seek out extra vitamins to boost their immune systems.
“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,” Britvic added.
Refocus and Replenish join Rejuvenate in the Purdy’s portfolio. The launches coincide with a brand redesign including new packaging.
Major soft drinks brand owners are increasingly targeting health & wellness through established brands. Last month, The Coca-Cola Co launched a new Smartwater range in the US containing ingredients that claim to either boost mental focus or bring “emotional calmness”.
CORRECTION: This article initially stated that both Refocus and Replenish contain caffeine. Only Refocus contains caffeine.
