Purity Soft Drinks, the creator of popular fruit juice brands Juice Burst and firefly, is proud to announce a significant update to its packaging. Starting in July 2024, all Juice Burst products will feature attached caps, making the packaging 100% recyclable.
The addition of attached caps to the entire Juice Burst range aims to improve the recycling process for consumers. This change will help reduce the amount of bottle caps that end up discarded or littered, ensuring they are captured and recycled along with the rest of the packaging. Additionally, removing foil seals from all Juice Burst bottles will decrease foil waste by 10 tonnes annually.
To make this packaging update possible, Purity Soft Drinks has invested heavily in testing, development, and new factory equipment. This commitment to sustainability aligns with consumer preferences, with a recent survey of 1,500 UK consumers showing that sustainability is a top consideration when choosing a soft drink or juice brand.
During national testing trials, consumers responded positively to the new attached caps. They found that the classic wide mouth design of Juice Burst bottles made the attached caps convenient and non-intrusive, offering an easy drinking and closing experience.
With attached caps becoming a mandatory requirement in the EU starting this month, many UK consumers will soon encounter this innovation, particularly when traveling in Europe. Sarah Baldwin, CEO of Purity Soft Drinks, emphasizes the company’s dedication to enhancing health and sustainability credentials and improving the consumer experience through manufacturing processes.
Baldwin highlights Purity Soft Drinks’ proactive approach to sustainability, citing previous initiatives such as no added sugar across their range and the introduction of 30% RPET in 2022. The introduction of attached caps is another step forward in their sustainability journey, positioning the brand for a positive impact in the industry.
Juice Burst’s new 100% recyclable bottles will be available across convenience, grocery, foodservice, and OOH channels starting July 2024. This update comes at a transformative time for Purity Soft Drinks, as the Juice Burst brand continues to outperform competitors in the market. A new marketing campaign, Punchy To The Core, is expected to reach a wide audience and further strengthen Juice Burst’s market presence.