The move will see the juice and juice drinks manufacturer align its brand identity more closely with its top‑performing product, Juice Burst.
Founded in Wednesbury, Staffordshire, 130 years ago, the firm has grown into a major supplier of juices and juice drinks, with Juice Burst now frequently stocked across most major grocery retailers in the UK.
The new strategy is designed to underline Juice Burst as the business’ primary driver for future growth, while also signposting the manufacturer’s ambitions to sharpen its relevance among shoppers, as well as “unlock” new opportunities across retail, convenience and foodservice.
Purity Soft Drinks’ transition to The Juice Burst Drinks Co. will take place progressively over the coming months and will be backed by a major consumer campaign launching in September 2026.
To support its next phase of growth, the business has appointed a new chief executive officer in Scott Snell, who brings significant FMCG experience from senior roles at a range of food manufacturers, including pladis, Mondelēz and PepsiCo, where he previously led the Naked juice brand.
The rebrand forms part of a concerted effort by the firm to make Juice Burst the ‘go‑to’ juice brand for Gen Z, with increased investment planned across brand, consumer communications 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,” Snell said.
“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.”
