The company is set to modify its branding strategy to align more closely with its leading product, Juice Burst.
Established in Wednesbury, Staffordshire, over 130 years ago, the business has emerged as a key provider of juices and juice-based beverages, with Juice Burst now a staple in many major UK grocery stores.
This new approach aims to solidify Juice Burst as the central pillar of the company’s growth trajectory while signaling its aim to enhance its appeal to consumers and to “unlock” fresh opportunities within the retail, convenience, and foodservice sectors.
Purity Soft Drinks will gradually transition to The Juice Burst Drinks Co. over the next several months, supported by a significant consumer awareness campaign set to launch in September 2026.
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In a pivotal move to drive this next growth phase, the company has appointed Scott Snell as its new CEO. Snell brings extensive FMCG experience from reputable roles at various food manufacturers, including pladis, Mondelēz, and PepsiCo, where he previously led the Naked juice brand.
This rebranding initiative is part of a broader strategy aimed at establishing Juice Burst as the preferred juice option for Gen Z. The plan includes increased investments in branding, consumer engagement, and 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,” said Snell.
“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 a strong rate of sale as we scale the brand.”
