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Purity Soft Drinks will expand Juice Burst product line with the introduction of a new flavour variant, Tropical Sour, aimed at capitalising on the growing trend for sour flavours among younger consumers.

The new offering will be available in 330ml bottles starting this August, targeting grocery, wholesale, convenience and foodservice channels.

The Tropical Sour variant is designed to appeal to consumers looking for innovative juice options, blending the popular tropical flavour with a bold sour twist.

This move comes as part of Purity's strategy to refresh its product line-up and engage younger demographics, particularly those aged 11-16, who are increasingly drawn to sour taste profiles.

Like other products in the Juice Burst range, Tropical Sour will provide one of the recommended five daily servings of fruit, while being free from added sugars, artificial colours, flavours and sweeteners.

The product is also compliant with Healthier Food and Drink Standards (HFSS) and has gained approval for school sales, highlighting its appeal within educational settings.

The introduction of the new flavour coincides with Purity's commitment to sustainability, as the Tropical Sour will be packaged in 100% recyclable bottles.

The company has also implemented attached caps across its product range to facilitate recycling and reduce litter, aligning with increasing consumer expectations for environmentally responsible packaging.

The launch of Tropical Sour follows a period of significant growth for Purity Soft Drinks. The Juice Burst brand has seen a year-over-year increase in retail sales value (RSV) and has achieved its highest distribution levels to date. Notably, the brand has resonated with younger consumers, with a reported awareness rate of 80% among 16-24-year-olds.

Mark Edge, head of brand marketing at Purity Soft Drinks, said: “Sour is a huge taste and flavour trend among younger consumers, but it’s yet to make its mark in fruit juice – until now. Juice Burst Tropical Sour brings something new to the category, pairing a bold sour twist with the familiar appeal of tropical to create a flavour that’s both exciting and accessible."

“The flavour delivers a naturally healthy twist on a traditionally ‘unhealthy’ profile, free from added sugar, artificial colours, flavours, and sweeteners, and with one of your five-a-day in every bottle."

Juice Burst Tropical Sour is expected to roll out in major retailers such as Morrisons by the end of July, with wholesale listings planned for September.