UK family-owned Purity Soft Drinks has spoken of the importance of "never standing still" after announcing a multi-million pound investment at its site in the Midlands.

The company, which produces the Juice Burst brand, has spent GBP2.6m (US$4.8m) on a juice blending system to boost efficiency and further improve the quality of its products. Purity Soft Drinks will also handle distribution from one site in Wednesbury.

Mike Cox, the company's production director, told just-drinks today (7 July) that the company was aiming to match "the big boys" of the industry.

"We are a progressive family business but you have to keep spending to keep going forward," he said.

Cox said Purity Soft Drinks had become a "medium-sized player" in the UK soft drinks market after it began producing products in PET bottles, a move he called "a critical decision" for the company. The move, Cox said, has led to booming demand for flagship brand Juice Burst.

"We've only been in juice for four years and we've gone from nothing to selling 1.1m cases of Juice Burst a year," he said.