Britvic is extending Purdey’s, its multivitamin drink brand, with the launch of a brand new 250ml can format, available exclusively to the independent channel.

The new sleek, modern design will be launched in an exclusive price marked pack to drive positive price perception and increase stand-out on shelf. A £3m above and below-the-line brand campaign is supporting the launch.

With its high juice content, vitamins and botanical extracts, Purdey’s is free from caffeine, artificial colours, flavourings, sweeteners & preservatives. With no added sugar, it is exempt from the Sugar Levy which is set to be introduced April 2018.

Purdey’s 250ml price marked pack can format will be available exclusively to the independent channel at a price of £1.19.

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 whilst 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!”