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Birmingham Post
Birmingham Post
Tamlyn Jones

Purity Soft Drinks lands brace of supermarket listings

A Black Country drinks business has secured two new high-profile listings for its products. Purity Soft Drinks has won the prestigious contracts with supermarket chains Sainsbury's and Co-op.

The Wednesbury-based firm makes the Juiceburst and Firefly soft drinks, with the latter being sold in Co-op stores across its central England portfolio for the first time.

Distribution of Juiceburst has been extended nationally with the Co-op, making some flavours of the drink available in more than 260 stores.

In addition, Juiceburst's apple and orange varieties are now on sale in Sainsbury's main, local and petrol station forecourt stores UK wide.

Purity Soft Drinks chief executive Sarah Baldwin said: "It's so exciting to see our soft drinks stocked in Sainsbury's and Co-op at such widespread distribution, particularly after the level of investment we put into their marketing campaigns over the summer.

"We know that our customers love the great taste of our soft drinks which is what's providing the business with a strong boost and driving this growth."

Purity Soft Drinks was founded in 1892 and has been operating from its site in Wednesbury ever since. Having been sold by the initial owners the Cox Family, the company is now owned by private equity owned house Verdane.

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