Juice Burst unveils £1m rebrand and new hydration drink

The Juice Burst Drinks Co. is investing £1m in a refresh of its Juice Burst brand and the launch of new Juice Burst Quench.

The refreshed look features bold, colourful packaging, eye-catching multipack wraps, and new printed caps.

The move comes as Juice Burst looks to simplify a category that has become increasingly complex. While functional and better-for-you soft drinks continue to grow, many consumers are calling out for simplicity; straightforward, easy choices that fit their everyday lives.

At the heart of the rebrand is the brand’s new £1m campaign, “It’s not that deep” –creative that pokes a bit of fun at the increasingly complicated drink propositions out there.

As part of the major push from the newly formed The Juice Burst Drinks Co., it is also releasing Juice Burst Quench.

Juice Burst Quench combines real fruit with water, creating a drink that delivers hydration alongside the health benefits of juice and the taste credentials of the Juice Burst brand.

Juice Burst Quench launches in three fruit combinations: Berry Fruits, Tropical Fruits and Citrus Fruits, and is rolling out now across wholesale and convenience. The range is available in 500ml bottles with an MRSP of £1.75 and will be supported by meal deal participation where available, alongside a £1 PMP format for convenience retailers.

Scott Snell, CEO of The Juice Burst Drinks Co., said: “Traditional juice brands are stuck in the past and modern drinks have become overcomplicated and performative. There is a gap for something simple, real, and modern. The opportunity is to make juice drinks feel relevant again.”

“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 five-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.”

““It’s not that deep” celebrates simple enjoyment over optimisation culture and the need to find meaning in everything. Sometimes a drink just tastes nice, and that’s enough.”