31 Jul 2025 SA’s PURA unveils new look
PURA drinks has undergone a major packaging redesign as it looks to heighten its global image and presence….
“With its latest back-to-the-future refresh, PURA embraces change with intent – aligning its look, feel, and retail presence to meet the demands of today’s health-conscious, ingredient-savvy consumer.”
So goes the latest gushing PR on the fast-track beverage’s very different new look, that’s apparently designed to add more winning appeal at home and in several international markets.
“Inspired by a continuous focus on the shopper, the new packaging system across PURA Soda and PURA Kids features cleaner layouts, stronger colour blocking, and refined flavour cues – all purposefully designed to increase standout, support shopper navigation, dwell time at shelf, and signpost the Modern Refreshment category,” the PR waxes on!
“As the Modern Refreshment category grows, disruptor brands like PURA need to work harder to cut through shelf clutter and signal both quality and personality,” says brand founder and owner Greig Jansen.
“This renovation was a retail-first move – designed not only to impress, but to convert.”
PURA is placed in an emerging “Modern Refreshment category”, with clean ingredients supported by real cane sugar forming a sub-category that has grown by more than 50%, delivering $203-million in revenue and taking the category from $400-million to $603-million in just 12 months (Circana/IRI data: 52W ending 29 December 2024). That’s likely the US market.
“Relevance requires reinvention,” adds Jansen. “This renovation isn’t just about changing how we look – it’s about strengthening how we position Modern Refreshment and its benefits, how we communicate with shoppers, and how we partner with retailer leaders to drive meaningful category growth, differentiation and innovation.”
About the PURA Beverage Company
The PURA Beverage Company entered the market in 2017, and has scaled rapidly to become a globally-minded beverage brand that creates health-forward alternatives to traditional soda.
With a range of fruit flavoured, low-calorie, naturally sweetened drinks free from artificial ingredients, PURA has captured the attention of consumers and retailers in the US, Europe, Middle East and beyond. The award-winning soda company is currently headquartered in Cape Town, with global operations based in Bath, UK.
PURA has positioned itself as a leading disruptor of the “better-for-you” beverage category worldwide, and is expanding with velocity across international markets. The company remains on track to reach $1-billion in brand value.
Source: PURA Beverage Company