Juice Burst Tropical Sour is the latest addition to Purity Soft Drinks’ renowned Juice Burst line. The newest invention, which will be available in 330ml bottles starting in August 2025, introduces the popular sour flavour profile to the fruit juice market.
Available across the grocery, wholesale, convenience and foodservice channels, Juice Burst Tropical Sour aims to help retailers and operators create excitement for their shoppers by adding a wickedly sour twist to the traditional tropical juice flavour, which is one of the top flavours in fruit juice (Circana (IRI) 12we Oct 2024).
Like all Juice Burst SKUs, Tropical Sour will provide consumers with one of their five-a-day in every bottle, with no added sugar or artificial colours, flavours, or sweeteners. School approved and HFSS-compliant, Juice Burst is the number one bestselling juice drink range in English secondary schools (Still Juice Drink brand | Top 3 contract Caterers | MAT TY Dec 23), and the new flavour is set to be a hit with younger shoppers, especially those aged 11-16.
Juice Burst Tropical Sour will roll out in 100% recyclable 330ml bottles. With the introduction of attached caps across the entire Juice Burst range last year, retailers can feel assured of how easy it is for consumers to recycle the products more effectively – reducing the frequency of bottle caps being discarded or littered and helping to ensure they are captured and recycled with the rest of the packaging.
Mark Edge, head of brand marketing at Purity Soft Drinks, said: “Sour is a huge taste and flavour trend among younger consumers, but it’s yet to make its mark in fruit juice – until now. Juice Burst Tropical Sour brings something new to the category, pairing a bold sour twist with the familiar appeal of tropical to create a flavour that’s both exciting and accessible.
“The flavour delivers a naturally healthy twist on a traditionally ‘unhealthy’ profile, free from added sugar, artificial colours, flavours, and sweeteners, and with one of your five-a-day in every bottle. We know Juice Burst already resonates strongly with the younger generation, and Tropical Sour builds on that success with an innovation designed with them in mind.”
The NPD is being introduced following strong growth for Purity Soft Drinks. Juice Burst continues to grow in RSV YOY (IRI Ext Market | Juice Burst Wtd Dist since launch | Jan 25) with its highest distribution to date, and strong appeal among younger shoppers with four out of five 16-24-year-olds aware of the brand (TNS Awareness study 2021. Still Juice Drink brand). Tropical Sour builds on the success of Juice Burst Peach Ice Tea, launched in August 2023, which has grown to become the brand’s second bestselling 330ml SKU with over 75% of its volume is sold in schools (UK’s largest contract caterer unit sales out data to end Jan 2024).
Juice Burst Tropical Sour will roll out across the market this month – with confirmed listings in Morrisons from the end of July, and wholesale listings confirmed for September. A supporting marketing campaign will kick off in August, with paid social media across Facebook, Instagram and TikTok, as well as OOH advertising, to keep the brand front of mind throughout the Back To School season and beyond.
