Purity Soft Drinks, makers of leading fruit juice and juice drink brands Juice Burst and Firefly, has appointed David Collard as Chairman, effective September 2025.
Collard brings extensive leadership experience from across the food and drink sector, most recently as CEO and Chair of The Bart Ingredients Company. His track record includes driving strategic growth, leading acquisitions, and expanding retail presence across major UK grocers.
“I am delighted to be joining Purity Soft Drinks,” said Collard. The business has a strong heritage, a dynamic team, and a clear ambition for growth. I look forward to working closely with the leadership team, including CEO Jonathan Duffin, and the team at Purity’s majority shareholders Verdane, to help shape the next phase of development.”
He succeeds Rooney Anand, who has stepped down as Chairman after 13 successful years with the business. Under Anand’s leadership, Purity Soft Drinks has grown significantly and is well-positioned for continued success, reporting annual turnover of £27M+ for the last financial year.
Rooney Anand said, “It has been a privilege to be Chairman of Purity and for such an extended period of time; guiding the business and supporting the team as it has grown and developed over the years. It’s now time for me to step aside and I wish Jonathan, David and the wider Purity team all the success for the future”.
On behalf of Purity Soft Drinks, board member and Director at Verdane, Camilla Skiffard, added, “We would like to thank Rooney for his dedication and outstanding contribution to Purity Soft Drinks over the years, including the past four under Verdane's ownership. We look forward to working with David as the business moves forward.”