Britvic Soft Drinks has launched a new variant of its multivitamin fruit drink Purdey’s called Purdey’s Edge. The new addition to the range is intended to tap into the increasing consumer demand in soft drinks for vitality options.

Purdey’s Edge is made using a blend of dark berry juices, sparkling water, botanicals and vitamins including B vitamins and vitamin C. Blackthorn, Hawthorn, Snakeroot and Wormwood botanicals contribute to a taste that gives drinkers a gentle lift.

Each bottle of Purdey’s Edge also comprises one of the recommended five portions of fruit and vegetables a day, differentiating from mainstream energy drinks.

Britvic’s GB marketing director Kevin McNair said: “Purdey’s already enjoys a strong following among those with busy lives and discerning taste, and Purdey’s Edge is set to excite their taste buds even further.

“The striking dark packaging will enhance the brand’s premium character and provide stand-out on shelf, driving sales opportunities for retailers as well as trade-up from other brands. We’d recommend stocking Purdey’s Edge alongside the original Rejuvenate variant to make the most out of these opportunities.”

Purdey’s Edge is available in 330ml bottles at an RRP of £1.49.

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