Purity Soft Drinks Ltd

What Purity Soft Drinks Ltd does

Purity Soft Drinks Ltd is a privately held UK manufacturer of fruit juices and juice drinks, headquartered and operating from a single production site in Wednesbury, West Midlands. Founded in 1892, the company traces its heritage to horse-drawn dray deliveries in and around Wednesbury and is one of the oldest businesses in the UK soft drinks industry. The portfolio comprises two main branded ranges: Juice Burst (fruit juices and juice drinks with no added sugar, artificial colours, flavours or sweeteners, providing one of five-a-day) and firefly (still botanical fruit juice soft drinks targeted at adult consumers). All products are HFSS-compliant, and packaging was rolled out with attached caps across the Juice Burst range from July 2024 to achieve 100% recyclability.

The business sells exclusively through B2B distribution channels with no disclosed D2C consumer pricing model. Customers span four major UK grocers (Tesco, Sainsbury's, Asda, Morrisons), premium retailer Waitrose, regional co-operatives (Central Co-op, Midcounties Co-op), the regional northern chain Booths, convenience (Spar, Nisa, Costcutter), discount (Poundland, B&M, Home Bargains, Savers), wholesale and cash & carry (Booker, Bestway), and foodservice distributors (Bidfood, Brakes). Pricing is quote-based through B2B relationships, with limited publicly disclosed reference pricing such as the £1.65 RRP on Juice Burst Peach Ice Tea 500ml.

In FY 2023 (year to 31 March 2023), Purity generated £27 million in group sales (37% YoY growth) and £3.2 million in pre-tax profit (up from £1.6 million the prior year), making it the fastest-growing top-20 UK soft drink manufacturer by volume at 19.4% volume growth. The company acquired Firefly Tonics Ltd in June 2014 to establish the premium adult sub-brand, and is led by CEO Sarah Baldwin and Chairman Rooney Anand. No external venture, growth, or private equity funding rounds are disclosed; the company operates as an independent single-site manufacturer.

Name

Purity Soft Drinks Ltd

Legal name

Purity Soft Drinks Limited

Website

http://puritysoftdrinks.co.uk/

Company type

Private

Founded year

1892

Operating status

Operating

Headcount range

101–250 employees

Short description

Purity Soft Drinks Ltd is a UK-based manufacturer of fruit juices and juice drinks, operating from a single Wednesbury site and producing two main brands, Juice Burst and firefly. The company sells through UK supermarkets, convenience and discount retailers, wholesale, and foodservice distributors. Privately held with 130+ years of heritage.

Ownership category

akta.pro rank

Product category

Beverages - Juice and Juice Drinks Manufacturing

NAICS

Soft Drink Manufacturing (312111), Soft Drink and Ice Manufacturing (31211), Beverage Manufacturing (3121)

SIC

Bottled & Canned Soft Drinks & Carbonated Waters (2086), Beverages (2080), Food And Kindred Products (2000)

akta.pro primary industry

Juice & Nectar Production (Including Juice Drinks) (AFAFABAC)

akta.pro secondary industries

Still Soft Drinks & Flavored Waters (Non-Carbonated) (AFAFABAB), Fresh Fruit & Vegetable Juices & Juice Blends (Cold-Pressed, NFC, From Concentrate) (AFAKAFAB)

Keywords

• Juice drinks manufacturing
• Soft drinks production
• Fruit juice beverages
• Botanical soft drinks
• Branded beverage supply

Headquarters

HQ city

Wednesbury

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Product Sales - Juice & Juice Drinks: Manufacture and sale of branded fruit juice and juice drink products through retail and foodservice channels. Revenue generated from wholesale and distributor orders across grocery, convenience, wholesale, and hospitality sectors.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Purity Soft Drinks Ltd manufactures and supplies branded fruit juices and juice drinks from its single production site in Wednesbury, West Midlands. The company produces two sub-brands: Juice Burst (fruit juice and juice drinks with no added sugar, artificial flavours or sweeteners, contributing one of consumers' five-a-day) and firefly (still botanical fruit juice soft drinks targeted at adults). Products are sold in 330ml, 400ml and 500ml formats through UK grocery, convenience, discount, wholesale, foodservice and e-commerce channels.

Product overview

Purity Soft Drinks Ltd is a leading UK manufacturer of juices and juice drinks, operating as one of the oldest companies in the industry for over 130 years. The company produces two main branded product ranges: Juice Burst (fruit juice and juice drinks providing one of five-a-day) and firefly (still botanical fruit juice soft drinks for adults). The portfolio includes core variants like Apple and Orange, along with innovation products such as Summer Fruits and Peach Ice Tea. All products are made with natural ingredients, no added sugar, artificial flavours or sweeteners. The company operates from a single site in Wednesbury, West Midlands.

Differentiator

Problem solved

Functional benefit

Brands

• Juice Burst: Fruit juice drinks providing consumers with one of their five-a-day, with no added sugar, artificial flavours or sweeteners. Available in various formats including 330ml, 400ml, and 500ml bottles. Includes variants like Summer Fruits, Peach Ice Tea, Apple, and Orange.
• Firefly

Products and services

• Juice Burst Juice Burst is a Purity Soft Drinks sub-brand of fruit juice and juice drinks providing one of consumers' five-a-day, with no added sugar, artificial flavours or sweeteners. The range is available in 330ml, 400ml PMP and 500ml bottles with attached caps for 100% recyclable packaging, and includes variants such as Apple, Orange, Summer Fruits and Peach Ice Tea. It is sold across UK grocery, convenience, discount, wholesale and foodservice channels as a HFSS-compliant, school-approved mainstream juice product.
• firefly firefly is a Purity Soft Drinks sub-brand of still botanical fruit juice soft drinks targeted at adults. Crafted from still water, fruit juice and a blend of botanicals, it features subtle, complex flavors marketed for multiple meal occasions or moments of relaxation. Variants include Peach & Green Tea and Kiwi, Lime & Mint, and it is sold through UK grocery and convenience retailers including Midcounties Co-op, Waitrose and Booths.
• Juice Burst Peach Ice Tea Juice Burst Peach Ice Tea is a Juice Burst product variant blending peach juice and black tea flavouring, containing more fruit juice than any other SKU in the tea-flavoured juice market. Available in 330ml (school-approved) and 500ml formats, it is HFSS compliant, provides one of five-a-day, and is sold across grocery, convenience, licensed, foodservice, wholesale and cash & carry channels.
• Juice Burst Summer Fruits Juice Burst Summer Fruits is a Juice Burst product variant featuring a refreshing blend of strawberry, cherry and apple fruit juices, providing one of five-a-day with no added sugar, artificial colours, flavours or sweeteners. Fully HFSS compliant and Bronze award winner at The Grocer 2023 New Product & Packaging Awards, it is sold in 500ml and 400ml PMP formats across grocery, cash & carry and convenience channels.
• Juice Burst Apple Juice Burst Apple is a core Juice Burst product variant of apple juice drink providing one of five-a-day with no added sugar, artificial flavours or sweeteners. It is the number one Apple Drink Now Fruit Juice SKU in UK grocery and convenience retail, with 500ml format sales having tripled since 2021, and was the focus of the 2024 'Punchy to the Core' campaign.
• firefly Kiwi, Lime & Mint firefly Kiwi, Lime & Mint is a firefly product variant — a still botanical fruit juice soft drink made with kiwi, lime and mint botanicals. It won a Silver Medal in the Label of the Year category at The Grocer 2023 New Product & Packaging Awards and is sold via UK grocery and hospitality channels.
• firefly Peach & Green Tea firefly Peach & Green Tea is a firefly product variant — a still botanical fruit juice soft drink made with peach and green tea botanicals, sold across UK grocery, convenience and hospitality channels including at selected Midcounties Co-op stores.

Quantifiable outcome

• Sales growth of 37% to £27m in FY 2023
• +6 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Keep Britain TidyminorStrategic or Co-development Partner · 2 September 2023Purity Soft Drinks supports Keep Britain Tidy and their letter to the Prime Minister advocating for the Deposit Return Scheme (DRS). This is part of the industry's collective effort to improve recycling rates and move towards a circular economy for drinks packaging.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Nichols plc (Vimto): Nichols plc manufactures and markets Vimto and other soft drinks including squash and juice-based mixers. Comparable to Purity as a UK-listed mid-cap branded soft drinks business with similar grocery, convenience, and foodservice distribution models, though typically smaller-scale.
• Sunny Delight Beverages: Sunny Delight is a UK- and European-distributed juice and juice drink brand focused on family and on-the-go consumption. It directly competes with Juice Burst for family grocery shelf space and the same school-age consumer segment.
• Princes Limited: Princes is a major UK-based food and beverage manufacturer producing juices, soft drinks, and canned fruit under both own-label and branded formats. It is a direct comparable in single-site juice manufacturing, B2B retailer relationships, and UK grocery channel coverage.
• Innocent Drinks: Innocent is one of the UK's leading juice and juice drink brands, owned by Coca-Cola. It is the closest direct competitor to Juice Burst in the premium/no-added-sugar juice and smoothie space, with overlapping supermarket distribution and a similar health-positioned value proposition.
• Copella (apple juice): Copella produces premium apple and fruit juices for the UK market, owned by PepsiCo. It competes directly with the Juice Burst apple SKU (Purity's flagship) in the premium fruit juice category within the same major supermarket channel.

Broad incumbents

• Britvic: Britvic is one of the leading branded soft drinks manufacturers in the UK and Ireland (PepsiCo bottler, Robinsons, J2O, Fruit Shoot). It directly competes with Purity in juice and juice drink categories, but at materially greater scale and with a much broader portfolio across carbonates, water, and mixers.
• AG Barr: AG Barr is the UK manufacturer of Irn-Bru, Rubicon, and Funkin, operating across carbonates, juice, and mixers. It competes with Purity in the wider UK soft drinks space, particularly in flavoured juice drinks and adult soft drinks, and is significantly larger and more diversified by sub-category and channel.
• Tropicana (PepsiCo): Tropicana is a global juice brand owned by PepsiCo with major UK grocery presence. It competes head-on with Purity in fruit juice, but with vastly greater marketing scale, broader pack format range, and parent-company backing.
• Ocean Spray UK: Ocean Spray is a global juice and fruit-based drinks cooperative with a strong UK grocery footprint. It overlaps with Purity in fruit juice drink ranges sold in major supermarkets and convenience channels, with materially greater brand awareness internationally.

Emerging players

• Frobisher (Britvic): Frobisher is a UK premium juice brand (now under Britvic) competing in the same single-site, premium, no-added-sugar positioning as Purity's Juice Burst. Both brands target health-conscious adult consumers and compete for similar grocery and convenience listings.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks1 record

Key highlights1 record

Customer concentration

• Xx.com/PuritySoftDrink
• LinkedInlinkedin.com/company/purity-soft-drinks-ltd

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Purity Soft Drinks Ltd