Purity Soft Drinks makes Juice Burst packaging 100% recyclable

Purity Soft Drinks, makers of fruit juice and juice drink brands Juice Burst and firefly, is introducing attached caps across its entire Juice Burst range, making the packaging 100% recyclable from July 2024.

The introduction of attached caps across all Juice Burst SKUs will make it easier for consumers to recycle the products more effectively, reducing the frequency of bottle caps being discarded or littered and helping to ensure they are captured and recycled with the rest of the packaging.

The attached caps will also see the removal of foil seals from all Juice Burst bottles, reducing foil packaging waste by 10 tonnes annually.

Purity Soft Drinks has invested significantly in testing, development and new factory equipment to deliver this packaging update.

With sustainability found to be one of the most important considerations when choosing a soft drink or juice drink to purchase (Research commissioned by Purity Soft Drinks, survey of 1,500 UK consumers, 2023), the latest updates aim to ensure the sustainability of its brands for years to come.

The new caps were well received during national testing trials, with consumers finding that the classic Juice Burst wide mouth design kept the attached cap from being an interference and ensured an easy to drink and close experience.

Attached caps are an EU requirement from this month, and whilst the recycling innovation has already been experienced within the UK in a small way, from this summer onwards many UK consumers will experience attached caps when travelling in Europe.

Sarah Baldwin, CEO of Purity Soft Drinks notes the constant drive to improve manufacturing processes, especially when there are opportunities to future-proof brands by enhancing their health and sustainability credentials and strengthening the consumer experience.

The introduction of attached caps across the Juice Burst range is the latest milestone in this sustainability journey.

“With the implementation of attached caps becoming mandatory across the EU this year, this opens up the potential for the UK to bring in similar legislation and, we’re proud to be ahead of the curve – especially when we can deliver positive impact” Baldwin says. “The soft drinks industry, generally, has a strong track record of this.

“For example, we made the decision in 2017 to include no added sugar ever in any of our drinks, making our entire range HFSS-compliant before the legislation came into effect. In 2022 Juice Burst also introduced 30% RPET across the whole range. And now, making our bottles 100% recyclable with the addition of attached caps, we feel confident in the direction in which our brands are heading.”

The new packaging is being introduced off the back of a transformational period for Purity Soft Drinks, as it continues to navigate the many challenges currently facing the juice category to maintain strong performance. Juice Burst continues to lead the way, outperforming the Drink Now and Drink Now Fruit Juice (On The Go) categories, growing at over 14% YOY (IRI Ext Marketplace Value Sales 4 w.e. 12th May 2024). Additionally, the brand’s biggest ever marketing campaign, Punchy To The Core, is set to make its Juice Burst Apple SKU reach over 30 million UK adults and will be seen 174 million times through various marketing activations.

Juice Burst’s new 100% recyclable bottles will roll out across the convenience, grocery, foodservice and OOH channels from July 2024.

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