Multivitamin fruit drink Purdey’s has launched a new edgy variant.

Purdey’s Edge. The latest addition to the range, alongside the original Rejuvenate variant, taps into the increasing consumer demand in soft drinks for vitality options.

Available now in 330ml bottles (rrp £1.49). from Britvic Soft Drinks, Purdey’s Edge is made using a blend of dark berry juices, sparkling water, botanicals and vitamins including B vitamins and vitamin C. The Blackthorn, Hawthorn, Snakeroot and Wormwood botanicals contribute to a bold and distinctive taste that gives drinkers a gentle lift.

Each bottle of Purdey’s Edge comprises one of the recommended five portions of fruit and vegetables a day. It also contains no caffeine, artificial flavours or added sugar.

The release of Purdey’s Edge follows the launch of the brand’s ‘Thrive On’ campaign with British icon, Idris Elba, at the beginning of this year, which encourages consumers to make the most of life’s opportunities and shape their own success.

Britvic’s GB marketing director Kevin McNair said: “Purdey’s already enjoys a strong following among those with busy lives and discerning taste, and the new Purdey’s Edge variant is set to excite their taste buds even further. The striking dark packaging will enhance the brand’s premium character and encourage stand-out on shelf, driving sales opportunities for retailers as well as trade-up from other brands. We’d recommend stocking Purdey’s Edge alongside the original Rejuvenate variant to make the most out of these opportunities.”