The Juice Burst Drinks Co. is investing £1 million in a refresh of its Juice Burst brand and the launch of new Juice Burst Quench to drive growth in chilled juice and attract a new generation of shoppers.
The rebrand has been developed to drive greater relevancy amongst younger consumers, particularly Gen Z, while reinforcing the brand’s core values of great taste, real fruit juice and everyday value. The refreshed look features colourful packaging, eye-catching multipack wraps, and new printed caps, making the products more distinctive in-store and strengthening brand identity.
The move comes as Juice Burst looks to simplify a category that has become increasingly complex. While functional and better-for-you soft drinks continue to grow, many consumers are calling out for simplicity; straightforward, easy choices that fit their everyday lives.
With 19.7 million UK households purchasing chilled fruit juice each year and 82 per cent repeating their purchase, Juice Burst sees a significant opportunity to bring new shoppers into the category by promising uncomplicated enjoyment.
At the heart of the rebrand is the brand’s new £1 million campaign, “It’s not that deep” – a tongue-in-cheek creative that pokes a bit of fun at the increasingly complicated drink propositions out there.
"Traditional juice brands are stuck in the past and modern drinks have become overcomplicated and performative," said Scott Snell, CEO. "There is a gap for something simple, real, and modern. The opportunity is to make juice drinks feel relevant again."
"'It’s not that deep' celebrates simple enjoyment over optimisation culture and the need to find meaning in everything. Sometimes a drink just tastes nice, and that’s enough."
As part of the major push from the newly formed The Juice Burst Drinks Co., the business is also releasing Juice Burst Quench, a new range designed to harness the growing demand for enjoyable hydration options.
Juice Burst Quench launches in three fruit combinations: Berry Fruits, Tropical Fruits and Citrus Fruits. It has all the benefits of fruit juice with no artificial sweeteners and zero added sugar, at 85 calories, and every bottle delivers one of your five-a-day. Real fruit. Real hydration.
Juice Burst Quench is rolling out now across wholesale and convenience