PURA deploys latest watermelon flavoured kid’s beverage in sustainable aluminium cans

PURA Beverages has launched its latest watermelon-flavoured range for kids, which is scheduled to arrive at stores just in time for the hot summers, packed safely inside the brand's twenty-five per cent recycled cans and sustainable tetra-packs that remind us of the company's philosophy, 'Live a little PURA'. Recently in July, PURA introduced a one-litre fruit juice option for its varied base of customers.

Aluminium is the perfect material for making beverage cans. It is an infinitely recyclable material that can be used and reused a million times, creating a circular economy beneficial for any beverage-producing company.

PURA boasts that its beverages are free of any preservative or artificial flavouring and adulteration; moreover, it also contains two-thirds less sugar than the percentages found in other 200ml fruit juices and soft drinks.

The CEO and founder of PURA Beverage Company, Greig Jansen, denoted: "We noticed a decline in sales in the kids' range during December, so we knew there were gaps in the market, notwithstanding the fact that research has shown around 82 per cent of consumers want to change their habits by eating and drinking healthier. All our drinks are made from cold-pressed fruit juice, have less sugar and no artificial additives."

Greig Jansen's flagship range has won much more recognition or titles as a perfect beverage brand in award shows than on retail. PURA soda was recognised in 2020, winning Product of the Year. PURA has been the recipient of various well-known awards like the Gold and Double Gold for Taste in 2019, the Best Non-alcoholic beverage globally title and the Year for Innovation award in 2021.  

Jansen points out that the range's success was predominantly due to the addition of a beverage line suitable for kids. "We found that once children enjoyed the 200ml packs at school and extra murals, parents were looking for a price-lined larger pack for mealtimes and school holidays. We have a 92 per cent satisfaction rating from our Product of the Year award," Jansen calmly explained his business strategy.

"When Amelia Apple, Pippa Peach, Bobby Berry or John Lemon has made it into your kids' lunchboxes, it amplifies sales of our soda range, and a one-litre pack was the missing link in our chain,' he remarked.

He also notifies that the products' success was vastly due to low sugar ratios, affordability, authenticity and a definitive marketing strategy. "PURA's range use only cold-pressed fruit juice for its fresh flavours. Hence the natural progression to the appealing one-litre pack,  retailing at an affordable R24.99. This is because we don't fall prey to the costly sugar tax; our prices don't put further strain on consumers who are feeling the pinch at the end of the month," as was illustrated by the CEO and founder. 

PURA Beverages has an ideology of 'doing small things that make a difference every day, even if it's only going outside to take your dog for a walk," and with that speech, the company has outlined a more expansive vision encompassing sustainability. Some of their social projects include the cleaning of beaches, creating job opportunities, taking up community initiatives and providing people with hope whenever it's required.

Their tagline, 'Live a little Pura,' also evokes sustainability and evaluates social stigmas to soar higher than the store shelves.

"We want to inspire commitment, innovation, and that even a small step in the right direction can yield amazing results," Jansen concluded.

Even though PURA is solely a South African beverage brand developed by entrepreneur Jansen, he is optimistic about its global outreach.