Britvic is set to extend its range for multivitamin drink brand, Purdey’s, with the launch of a 250ml can format.
Launching this month, the convenient on-the-go variant will target consumers looking for immediate refreshment.
The new can will be launched in a £1.19 price-marked pack, available exclusively to the Independent channel, to drive positive price perception and increase stand-out on shelf. This, coupled with a £3m above and below-the-line brand campaign, is designed to drive demand and ensure the product is easy to find and buy instore.
Kevin McNair, marketing director at Britvic GB, commented: “With a rise in clean and healthy eating, as well as a desire for sustained energy solutions, Purdey’s offers consumers a cleaner alternative to the established energy drinks brands on offer.
“Our new 250ml can format ensures busy consumers can enjoy the health benefits that the added vitamins provide while 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.”