SoBe Pure Rush is currently available in two flavours, Apple Berry Burst and Tropical Twist

SoBe Pure Rush is currently available in two flavours, Apple Berry Burst and Tropical Twist

View 1 related image

Britvic is to launch PepsiCo's SoBe Pure Rush energy drink range in the UK.

Britvic said today (28 February) that its current focus is on seeding the brand in key 'on-the-go' outlets. Britvic holds the licence to produce, market and sell PepsiCo's drinks brands in the UK and Ireland.

Global sales of the SoBe brand, which also spans fruit-flavoured waters and iced tea drinks in the US, are currently worth GBP570m (US$926.7m).

SoBe Pure Rush contains naturally-energising caffeine, guarana and ginseng, and has no artificial colours or flavours. It is currently available in Apple Berry Burst and Tropical Twist.

"Research shows that the number of people buying stimulant drinks is in decline recently, because people don't like how they taste, and because they're full of artificial ingredients," said Britvic's head of seed brands, Jon Evans. 

"Pure Rush has been designed to address this. We are confident it will bring new shoppers into the category and help grow sales in the stimulant drink segment, which is now worth GBP399m."