The Juice Burst Drinks Company has announced a £1m brand refresh and the launch of Juice Burst Quench, a hydration‑led sub‑range designed to modernise the brand’s presence in chilled juice and attract younger, on‑the‑go shoppers.

The move marks a significant shift for the newly formed Juice Burst Drinks Co., which is aiming to reposition juice as a category with renewed relevance for today’s consumers — particularly Gen Z — who increasingly favour simplicity, authenticity and flavour‑first propositions.

A rebrand built for younger shoppers

The new identity introduces bold, colourful packaging, eye‑catching multipack wraps, and printed caps, all designed to boost shelf standout and strengthen brand recognition across wholesale, convenience and grocery.

According to the company, the rebrand responds directly to a market that has become “overcomplicated and performative”, with functional drinks, optimisation culture and hybrid beverages crowding the fixture. CEO Scott Snell says the opportunity lies in making juice feel “simple, real and modern” again.

The brand’s new campaign — “It’s not that deep” — leans into this positioning with a tongue‑in‑cheek message that celebrates uncomplicated enjoyment. With 19.7 million UK households buying chilled fruit juice annually and 82% repeat purchasing, Juice Burst sees a clear opening to bring new shoppers into the category by offering a straightforward, flavour‑led proposition grounded in real fruit and everyday value.

Introducing Juice Burst Quench: hydration meets real fruit

Alongside the rebrand, the company has launched Juice Burst Quench, a new range designed to tap into the fast‑growing demand for hydration‑focused drinks that offer more than plain water.

Quench blends real fruit with water, delivering light refreshment with the taste credentials of the core brand. The range debuts in three variants: Berry Fruits, Tropical Fruits, and Citrus Fruits.

Each 500ml bottle contains one of your five‑a‑day, zero added sugar, no artificial sweeteners, and sits at 85 calories, positioning it as a clean, flavour‑forward hydration option.

Crucially, Quench is intended to be merchandised outside the traditional juice fixture — instead sitting within on‑the‑go chillers and soft drinks bays, where shoppers increasingly seek hydration‑plus products. The range rolls out across wholesale and convenience with an MRSP of £1.75, supported by meal‑deal participation and a £1 PMP for value‑led retailers.

Why the rebrand and range matter

Together, the rebrand and Quench launch represent Juice Burst’s bid to reclaim relevance in a category overshadowed by functional drinks and flavoured waters; appeal to Gen Z, who value authenticity, simplicity and bold design; simplify shopper choice in a cluttered soft‑drinks landscape; capture hydration‑led occasions beyond traditional juice consumption; as well as drive growth in chilled juice through modernisation and new usage moments

By doubling down on real fruit, everyday value and uncomplicated enjoyment, Juice Burst aims to carve out a distinct space in the evolving soft‑drinks market — one that balances health, flavour and simplicity without over‑engineering the proposition.