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Brand Spotlight: Purdey's

Did you know?

  • Originally created in 1988, Purdey’s was the first of its kind in the UK, designed to bring vitality without caffeine or sugar.
  • The first iconic glass bottles were actually delivered as a healthy tonic and energy boost for busy musicians recording at the world-famous Abbey Road Studios in London, offering a uniquely natural and botanical blend, fortified with essential vitamins and minerals.
  • As the only natural energy drink that has been around in the UK since the 1980s, Purdey’s continued to develop and find its rightful place in the market. The brand was eventually purchased by Britvic in 2000. 

Purdey's today

In 2021 the brand went through a complete redesign which saw the introduction of the core trio that we know today – Refocus, Rejuvenate and Replenish.

Lightly sparkling, sweet, and refreshing, each Purdey’s offers consumers a unique flavour profile delivered from the blended natural fruit juices, botanicals, Vitamin C and energising B Vitamins in each recipe - for a natural energy lift to suit every moment and mood.

All three are available in 330ml brown glass bottles finished with their distinctive silver wrap, and Rejuvenate and Refocus are also sold in handy 250ml slim aluminium cans as a single on-the-go offering or in a multipack of four.

Looking forward to 2025, Purdey’s will begin the next exciting phase for the brand - and how consumers perceive it - with an impactful new brand identity and marketing campaign, as well as new tasty liquids and flavours to be fully revealed later this year!

What is Purdey's worth?

  • Rejuvenate: Worth £10m+ RSV*

  • Refocus: Worth £2.2m+ RSV*

  • Replenish: Worth £0.6m RSV*

How Purdey’s caters to market trends

The growth of natural energy

  • Natural Energy is the fastest growing segment within Soft Drinks. It's grown by 29.5% in the last five years1 and could be worth £156 million in the next five years.2
  • People want energy drinks made from natural sources. Britvic’s research shows more people are choosing natural energy drinks because they care about their health.3
  • People are moving away from artificial ingredients and want drinks with natural caffeine and health benefits.4

A nation in need of energy

  • Recent YouGov research shows nearly two in five people feel tired all or most of the time5, so they are looking for healthier ways to boost their energy.
  • Energy is the fastest growing consumer need in soft drinks in the last 10 years.6 
  • Mental focus is the second most important heath interest area in food and drink for under 35s7 – a key feature of Purdey’s drinks.

Where to find it?

You can find Purdey's at any one of the wholesalers below.

*NielsonIQ, Britvic Defined Glucose Stimulants, Total Coverage, RSV, w/e 20.07.2024
1 NielsenIQ RMS, Total Coverage inc. Discounters, 52wks over 5 years, Data to 31.08.24, 2 Global Data, UK Retail, Natural Energy, Britvic Definitions, Sept 2024, 3 Purdey's FY24 Audience 08.07.24, 4 Purdey's FY24 Audience 08.07.24, 5 YouGov Poll Jan 22, 6 Kantar Usage Panel In Home & Carried Out, including Tap Water, 52we 4 Aug 24, 7 Mintel Attitudes to Healthy Eating 2023

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