Juice drinks brand, Firefly, unveils new packaging redesign

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Firefly Revitalising Juice Drinks is relaunching with a refreshed brand position from the end of June. The changes include a vibrant redesign, the release of a 400ml on-the-go PET range and improved recipes for its award-winning drinks range.

The new, premium packaging will feature brighter colours, botanical drawings along the side of bottles and a new Firefly logo. A botanical stamp has been placed on the top of bottle lids to reinforce the message that drinks are ‘Boosted with Botanical Blends’ and the range will continue to display inspiring photos submitted by Firefly fans. The 400ml on-the-go PET range will replace the 500ml range to better fit the ‘grab and go’ format.

Firefly uses natural botanical extracts and original blends from the most refreshing fruit juices. Absolutely nothing artificial is added; both the 330ml and 400ml ranges have no added sugar, ensuring the drinks are a natural and healthier option for consumers looking for a refreshing soft drink. Having been acquired by Purity Soft Drinks in May 2014, the company conducted the same rigorous sensory testing on Firefly’s drinks as with all of its products, thus improving the recipes – and therefore the taste – of each of the beverages within the range.

Jon Evans, Marketing Director at Purity Soft Drinks, comments: “Firefly is perfectly placed to take advantage of the trend for natural, healthy and premium soft drinks, and we’ve worked on the positioning of the brand to ensure it appeals to that market. We think the brand has a huge amount of potential and the relaunched drinks look and taste great, so we’re excited to see how they’re received by consumers and retailers alike.”

Now available in over 40 countries, Firefly launched in the UK exclusively in Harvey Nichols in 2003. An instant success, the brand’s personality, packaging and taste captivated consumers and it has just been voted a CoolBrand 2015-16 – the fifth time it has won this award. In addition to this, the recently launched Kiwi, Lime & Mint variant won The Grocer New Product Award 2014 in the Ambient Adult Drinks category.

The products are available nationwide from Waitrose and WHSmith stores, as well as Harvey Nichols, Wholefoods, Selfridges and Harrods.

Firefly will also be launching a new website which will be supported by social media, POS materials and a consumer PR campaign.