An alternative energy drink has been launched, made with botanicals such as blackthorn, hawthorn, snakeroot and wormwood, blended with dark berry juices.
Britvic has added the drink to its adult soft drink brand Purdey’s for which it announced a new campaign featuring actor Idris Elba earlier this year.
The new drink, Purdey’s Edge, contains no caffeine or added sugar and is aimed at “those looking for something a little different to mainstream energy drinks,” said marketing director Kevin McNair.
“Purdey’s already enjoys a strong following among those with busy lives and discerning taste, and the new Purdey’s Edge variant is set to excite their taste buds even further.
"We know that drinkers are increasingly looking for more unusual options when out with friends, so Purdey’s is perfectly placed to respond to this,” he said.
Take a look at our Category Insights report into soft drinks for more infomation about trends in the sector.