Britvic has launched a new 250ml can format for its multivitamin drink brand, Purdey’s.
The new design rolls out in a £1.19 price-marked pack exclusive to the independent channel, with the intention of driving positive price perception and increasing stand-out on shelf.
The launch is supported by a £3m marketing campaign.
The entire Purdey’s range is free from caffeine, artificial colours, flavourings, sweeteners and preservatives. With no added sugar, it is exempt from the forthcoming sugar tax.
“Purdey’s offers consumers a cleaner alternative to the established energy drinks brands on offer,” said Kevin McNair, Marketing Director at Britvic GB.
“Our new 250ml can format ensures busy consumers can enjoy the health benefits that the added vitamins provide whilst on-the-go. We’re confident that the new can will help retailers tap into this huge opportunity by providing a format for every drinking occasion. We would advise positioning the range adjacent to the energy category to ensure it is absolutely unmissable!”
