Purity Soft Drinks is expanding its Juice Burst range with the launch of a Peach Ice Tea variety.

The new format will be available to convenience from 14 August in a 330ml bottle at an RRP of £1.29.

Its launch comes as Purity Soft Drinks has become the fastest-growing top 20 soft drinks manufacturer by volume, and has witnessed year-on-year value growth of 33.4%, according to IRI data.

Additionally, the non-HFSS Juice Burst Peach Ice Tea contains more juice than any other line in the tea-flavoured juice market, which is currently growing ahead of the total soft drinks category annually.

Tropicana enters ambient juice category with long-life range

Juice Burst’s Apple and Orange varieties are also the second- and fourth-largest drink-now fruit juice lines respectively.

“On-the-go soft drinks are currently growing twice as fast as the total category,” said Sarah Baldwin, CEO of Purity Soft Drinks. “As we approach the back-to-school season, retailers have a clear opportunity to tap into those occasions.

“The launch of Juice Burst Ice Tea aims to have strong appeal with younger consumers, by offering a healthier, great-tasting, permissible juice drink option which puts a fruity twist on a current and on-trend flavour profile.”

The supplier will support the launch with a national outdoor and digital marketing campaign.

Read more product news