Purity Soft Drinks has announced it will rebrand as The Juice Burst Drinks Co. signalling a major step-change in its ambition to accelerate growth and put its lead brand firmly at the heart of the business.
The move brings the corporate identity in line with its star performer, Juice Burst, underlining its role as the clear engine of future growth. It also reflects the company’s drive to sharpen its relevance with today’s shoppers and unlock new opportunities across retail, convenience and foodservice. The transition to The Juice Burst Drinks Co will take place progressively over the coming months.
The rebrand is part of a wider transformation across the business, including a refreshed brand positioning and an upcoming relaunch of Juice Burst. New packaging will roll out this summer, designed to deliver stronger shelf stand-out, simplify shopper choice and increase relevance with young adults. This will be backed by a major consumer campaign launching from September 2026.
To support this next phase, the business has strengthened its senior leadership team under CEO Scott Snell, who brings extensive FMCG experience from senior roles at Pladis, Mondelēz and PepsiCo, where he also previously led the Naked juice business.
Scott Snell, CEO, said:
“This is a defining moment for the business. We’ve taken the opportunity to reset, refocus and build around our biggest strength – Juice Burst.
There’s a real opportunity to bring fresh energy into the juice drinks category. Our ambition is simple: make Juice Burst unmissable – more relevant, more visible and easier to shop for consumers, while delivering consistent growth for our customers.
Now it’s all about execution – expanding distribution, winning in-store and driving strong rate of sale as we scale the brand.”
The business will continue to prioritise distribution gains across key retail and wholesale partners, while accelerating its presence in convenience – a channel where it sees significant untapped potential.
With a clear ambition to establish Juice Burst as the go-to juice brand for Gen Z, the company is stepping up investment across brand, consumer communications and customer partnerships as it transitions to The Juice Burst Drinks Co.
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