Juice Burst Invests £1 Million in Rebranding and New Product Line

The Juice Burst Drinks Co has announced a significant investment of £1 million in the rebranding of its Juice Burst brand. This initiative includes the introduction of new packaging, multipack wraps, and printed caps, designed to enhance the product's visibility in stores and appeal to younger consumers, particularly those from Generation Z. The company aims to reinforce its core values of great taste, real fruit juice, and everyday value.

In addition to the visual overhaul, the company has introduced a new product line named Juice Burst Quench. This functional hydration range is available in Berry Fruits, Tropical Fruits, and Citrus Fruits flavors, and is designed to cater to the growing demand for enjoyable hydration options. Each 500ml bottle, priced at £1.75, contains no artificial sweeteners, zero added sugar, and only 85 calories. A £1 Price Marked Pack format will also be available for convenience retailers.

The rebranding will be supported by a new marketing campaign titled 'It’s not that deep', which aims to address the trend of increasingly complicated drink propositions. It emphasizes the simplicity and authenticity of Juice Burst, contrasting with traditional and overly complex modern juice brands.

Scott Snell, CEO of The Juice Burst Drinks Co, stated, "Juice Burst is the real deal. In a world full of brands trying too hard, Juice Burst is simply what it says it is. Real fruit, one of your 5 a day, no shortcuts, and not trying too hard. We say what we mean and we don’t pretend to be something we’re not."

The new campaign and product line reflect the company's strategy to make juice drinks feel relevant again by focusing on simple enjoyment rather than optimization culture.