Wednesbury soft drinks manufacturer, Purity Soft Drinks, has announced a “very strong” financial performance in its latest annual results. Purity Soft Drinks makes premium soft drinks and specialises in juices and juice drinks packaged in modern and innovative packaging formats, PET, premium glass, and a new pouch system.
Its brands include JuiceBurst and Firefly, a juice drink containing botanical extracts and no added artificial colourings or flavourings. JuiceBurst, a soft drink containing real fruit and one of the five recommended portions of fruit and vegetables per day, comes in a range of 14 flavours, with seven school-approved flavours.
Accounts filed for the year up to 1 April 2016 revealed that Purity had turned over £18.6m compared to £15.4m in the previous year. Pre-tax profit also increased from £519,040 to £1.3m year on year.
Purity Soft Drinks was a family-run business with a 120 year history in the Black Country when it was taken over in 2012 by London private equity firm Langholm Capital, which owns Tyrrells Potato Crisps, the Bart Ingredients Co and Dorset Cereals.
As a result of the takeover the drinks company received more than £4m worth of investment, including £2.2m on a new production line, allowing it to blow its own bottles instead of bringing them in, in order to increase production.
In May 2014 the group acquired the Firefly brand, which was originally founded in London in 2003. In March this year Purity re-launched JUICEBURST, originally created in 2001, and introduced new low-sugar products in response to the government’s sugar levy. It aims to generate £60m in JuiceBurst sales by 2019.
In a statement filed with the annual accounts Purity said its performance was “underpinned by existing distribution and new customer growth across all sales channels for the JuiceBurst brand”.
The company aims to further increase JuiceBurst and Firefly sales and grow its profit in the next financial year, with a marketing drive and production resources in place to deliver on this plan.