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Purdey’s, the #1 sparkling vitality drink
✓ Energising B-Vitamins
✓Only naturally occurring sugars from fruit juice
✓Boosted by botanicals
A naturally energising
lift…
*Single serve, Functional Wellness Defined by Britvic 23.03.20
We are the original vitality drink
Purdey’s has broad appeal making it perfectly placed to lead the Wellness category
We meet 3 key consumer needs.
Energy Wellness
Taste
We continue to over-invest in the brand.
37% awareness(+9% vs YA*)
Our wide-neck bottle is iconic
Launched 1988!
*Source: Kantar Milward Brown
New, improved product & packaging!
Reducing natural sugar contentAmber GDA
✓ Purchase intent significantly higher than current pack
✓ Significant increase vs current in communicating:• Natural• Energising• Pick-me-up• Flavour• Taste credentials
Renaming our Edge proposition to Refocus containing Guarana
(with natural caffeine for increased mental focus)
2 new products with new benefits!
Replenish: NEW lighter hydrating variant with essential minerals
Refocuswith added Guarana for mental focus
Amber GDA
✓Clearly reflects the intended benefit driving comprehension
✓Offers a differentiated consumer benefit vs Rejuvenate
✓+ Guarana & Energising B-Vits
Green GDA
✓ Lighter variant under 45 cals
✓ Offers a lighter blend of sparkling water, fruit juice and active botanicals.
✓ Essential minerals & B vitamins to pick you up and replenish energy lost throughout the day.
✓ +essential minerals and B-Vits
Purdey’s has a clear growth strategy to double in size by 2025, through driving awareness, education & relevancy
1.P
RO
DU
CT
NEW PACKAGINGdesign significantly increases
purchase intent!
Improve education and relevancy by significantly improving messaging:
✓ Natural✓ Energising✓ Flavour &Taste credentials
REDUCED SUGAR CONTENT increasing relevancy
WEL
LNES
S N
PD
GREAT TASTING NPD Delivering a range of drinks that do
good & taste good too.
✓ Mental Focus with Guarana and B-Vits
✓ Re-hydrate with essential minerals
Plus longer term pipeline with new
benefits 2022!
NEW
FO
RM
AT
NEW 205ml CAN MULTIPACK
✓ Recruit more shoppers through lower price point
✓ On the go- light weight format for deferred consumption
✓ Available in all 3 flavours
P u r d e y ’ s 2 5 0 m l C a n / 3 3 0 m l N R B
BSD SKU No.
BSD P2 No. BSD PIB SKU DESCRIPTION Unit Barcode Case Barcode Pallet Barcode Multi Pack BarcodeProduction
BBE (Months)
Full Pallet Delivery
BBE %AGE
Minimum Delivery
Pallet BBE (Months)
Case Pick Delivery
BBE %AGE
Minimum Delivery Case BBE (Months)
Cases / Pallet
Cases / Layer
Units per Case
CASE weight (Kg)
Case Depth (mm)
Case Width (mm)
Case Height (mm)
250677 961803 618 PURDEYS REFOCUS 250ML CAN X12 5010102243149 05010102232853 05010102316133 12 75% 9 50% 6 320 32 12 3.3 217 163 137
201867 961801 618 PURDEYS REJUV 250ML CAN X12 50414598 05010102227323 05010102304611 12 75% 9 50% 6 320 32 12 3.3 217 163 137
250678 911706 117 PURDEYS REFOCUS 330ML NRB X12 5010102243156 05010102232860 05010102316140 12 75% 9 50% 6 144 18 12 6.9 285 210 160
205161 911701 117 PURDEYS REJUV 330ML NRB X12 5024115330055 05024115331304 05024115331304 12 75% 9 50% 6 144 18 12 6.9 285 210 160
250680 911707 117 PURDEYS REPLENISH 330ML NRB X12 5010102243170 05010102232884 05010102316164 12 75% 9 50% 6 144 18 12 6.9 285 210 160
250675 1577902 5779 PURDEYS REFOCUS 250ML CAN MP4X6 05010102232839 05010102316119 5010102243187 12 75% 9 50% 6 160 16 6 6.2 330 220 137
250674 1577901 5779 PURDEYS REJUV 250ML CAN MP4X6 05010102232822 05010102316102 5010102243132 12 75% 9 50% 6 160 16 6 6.2 330 220 137
PURDEY’S NATURAL ENERGY RANGE
Variant name (& colour) Rejuvenate (Green) Refocus (Purple) Replenish (light Pink)
Consumer Benefit A refreshing physical ‘pick me up’ A refreshing mental ‘pick me up’ A hydrating way to rebalance your body
Flavour & key functional ingredient linked to benefit
Sparkling white grape and apple juice lifted by Ginseng
Sparkling dark fruits juice boosted by Guarana leaf (incl 15mg per 100ml Natural Caffeine)
Sparkling water, with a splash of raspberry & mint (TBC)
Vits/other added With energising B vitamins With energising B vitamins With energising B vitamins & essential minerals (electrolytes)
Juice & Sugar content 35% Real Fruit Juice4g sugar per 100ml (Amber GDA)Only naturally occurring fruit sugars
35% Real Fruit Juice4g sugar per 100ml (Amber GDA)Only naturally occurring fruit sugars
5-10% Real Fruit Juice (less than 45cals)2.5g sugar per 100ml (Green GDA)Only naturally occurring fruit sugars
Consumer Target Pleasure Seekers, Natural Nourishers Pleasure Seekers, Natural Nourishers Healthy Hydrators, Natural Nourishers
Source of Growth Glucose, Fruit Juices, Smoothies Healthier Energy Drinks, Cola, Fruit Carbs Water Plus, Sparkling Juice Drinks, Infused Water, Plain & Sparkling Functional Water
Other Caffeine FreeVegan ApprovedFree from artificial colours, flavourings & sweeteners
Vegan ApprovedFree from artificial colours, flavourings & sweeteners
Caffeine FreeVegan ApprovedFree from artificial colours, flavourings & sweeteners
* T h i s r a n g e i s p r o v e n t h r o u g h I P S O S q u a n t s t u d y t o i n c r e a s e r e a c h b y 6 p p t s ( o v e r 5 c o n s i d e r e d v e r y s t r o n g )
Our optimised Purdey’s range delivers a clear role for each variant to maximise incrementality*
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