Purdey’s, the natural energy drink band, is undergoing a major transformation, unveiling a bold new identity - complete with refreshed packaging and flavourful new products.
New flavours and formulations
The popular portfolio will now include Berry & Dragon Fruit and Orange & Mango, as well as a reformulated version of the existing favourite, Apple & Grape. Each of the great tasting options are made with 34-35% fruit juice, natural caffeine from black tea, B vitamins, botanicals and Guarana.
Orange & Mango
Orange & Mango combines citrusy Orange and tropical Mango juices for a bright, revitalising lift.
Berry & Dragon Fruit
Berry & Dragon Fruit pairs zingy Blackberries with exotic Dragon Fruit for a radiant fusion of flavours
Apple & Grape
The reformulated Apple & Grape delivers a crisp, apple-forward taste balanced with refreshing grape juice for a revitalised twist on the classic.
Perfectly positioned in natural energy
- The brand refresh looks to capitalise on the rapid growth of natural energy, which is the fastest growing segment in soft drinks over the last five years1, expected to hit £156m by 20272.
- With 71% of purchasers looking for energy drinks free from artificial ingredients3, Purdey’s is perfectly positioned to lead and stand out from the crowd with its naturally sourced ingredients.
- There is a growing demand for both physical and mental energy support4 and Purdey’s carefully moderated caffeine content delivers functional benefits via a more measured, natural uplift.
Great tasting liquids
In blind taste testing, Purdeys scored highly for appeal and purchase intent.*
Berry & Dragon Fruit
“Really flavoursome and deep fruity flavour. It’s fizzy & has a lovely fruity aftertaste”
Orange & Mango
“It tasted like it was healthy & not full of sugar”
Apple & Grape
“Strong flavour but not too sweet, really fruity & refreshing”
Reasons to stock
- Purdey’s new look features a sleek, sophisticated pack design that’s set to energise the product’s appearance in fridges and create more stand-out.
- The updates include more direct call outs to the flavours on-pack, as well as the functional benefits, making it easier for customers to find and choose their preferred product.
- The new Purdey’s SKUs each contain at least 60mg of natural caffeine5, offering consumers an effective yet balanced source of energy.
Sam Bidgood, Senior Brand Manager at Carlsberg Britvic, comments:
“This relaunch is more than just a refresh, it’s a bold step forward for Purdey’s and for the natural energy drinks space. Traditional stimulant energy drinks aren’t for everyone, and some customers are looking for cleaner ingredients with functional benefits, with no compromise on taste. With new flavours, a premium, modern look, and growing demand, we aim to help support stockists this year with the opportunity ahead.”
Available in 330ml sleek cans (RRP £1.95), the revitalised line-up rolls out from 1 September, supported by point of sale items here on Sensational Drinks.
1 NielsenIQ RMS, Total Coverage incl. Discounters, Soft Drinks, Natural Energy Brands (Carlsberg Britvic Defined), Data to 07.12.24' & 'Global Data, Total UK, Data Retrieved January 2025, 2 NielsenIQ RMS, Total Coverage, 52wks 5 years, Carlsberg Britvic Forecast, Data to 28.09.24, 3 Mintel, Attitudes Towards Sugar & Sweeteners, UK Report, 2024 /2 Mintel, Sports & Energy Drinks, UK Report, 2024, 4 GlobalData Flavour and Functions Analysis September 2024, 5 Purdey’s contains 24mg of caffeine per 100ml (330ml can & bottle: 79.2mg per 330ml can and bottle; 60mg per 250ml can), * MMR, Blind Liquid Consumer Tasting, 521 respondents, Dec 24