Purdeys Research

History

I did some basic research into Purdeys as a brand just so I knew all of the facts and figures about them. With it being such a small brand, they did not even have an official website which was something which I could potentially propose as part of my submission as a website is one of the best ways to expand your audience and profits. But with that in mind I could not find a lot of information on the brand.

Some of the things I did find out about the brand was:

• It is produced by Orchid Drinks LTD
• The parent company is Britvic, which is quite popular
• It is only sold in UK, Republic of Ireland, Netherlands and Belgium
• It has 2 different drinks, Purdeys Activation (which was previously known as Active Body) and Purdeys Rejuvenation (Was known as Active Life) 
• Both drinks are made up of fruit juices and contain vitamins and anti-oxidants

Looking at social media I also discovered that the target audience currently is 25-34 year olds, as their facebook shows

The Drink (Ingredients)

Ingredients: Fruit juices from concentrate 57 per cent, (grape, apple), carbonated spring water 42 per cent, botanical extracts (damiana, bayberry bark, prickly ash bark, Chinese ginseng), natural flavourings, citric acid, Vitamins (C, niacin, B6, thiamin, riboflavin, folacin, B12), glucose. Free from caffeine and artificial sweeteners.

Nutrition

Ingredients

Fruit Juices from Concentrate 57% (Grape, Apple), Carbonated Spring Water (42%), Botanical Extracts (Damiana, Bayberry Bark, Prickly Ash Bark, Chinese Ginseng), Natural Flavourings, Citric Acid, Vitamins (C, Niacin, B6, Thiamin, Riboflavin, Folacin, B12), Glucose.

Dietary Information

Free From Artificial Colours
Free From Artificial Sweeteners
Free From Artificial Flavours
Free From Artificial Preservatives

Nutritional Data

Nutrition

Typical values				per 100ml	Per 330ml serving
Energy				137kj	452kj
Energy				32kcal	106kcal
Protein				0.2g	0.7g
Carbohydrate				6.8g	22g
of which sugars				6.8g	22g
Fat				0.1g	0.3g
of which saturates				Nil	Nil
Fibre				Trace	Trace
Sodium				Nil	Nil
Thiamin (B1)				0.14mg	0.46mg
Riboflavin (B2)				0.16mg	0.53mg
Vitamin B6				0.2mg	0.66mg
Vitamin B12				0.1µg	0.33µg
Vitamin C				6mg	19.8mg
Niacin				1.8mg	6mg
Folic Acid				20.3µg	67µg

This was a review from the Daily Mail of the drink:

The active ingredient here is damiana, which is linked to weight management. A study on the herbal remedy Zotrim, which contains damiana, yerba mate and guarana found significant weight loss. The herbs are believed to stimulate metabolism and increase feelings of fullness.

The Chinese root ginseng - which is less active than the Siberian form - is thought to reduce stress. But is there enough here? You need between 0.3g and 2g a day of ginseng to have any effect on stress. Folacin is good for women who are planning to get pregnant, but the rest is all fluff. There might be a study on a mouse somewhere to say bayberry bark is good for you, but it doesn't mean it's any good for humans.

Bottle Design

In terms of the design of the bottle, with the drink only being around for a few years they have only changed it once, even then only very slightly.

On the left is the original design and on the right is the current design.

I personally dont like either of the designs, but I guess I am not the target audience for the drink, but I do not think that the current design is actually doing anything for the drink or brand in terms of sales and showcasing what the drink and brand is about. I think the overall style that they have gone for isn't working along with the colours they have chosen, the only actual purpose of the silver is so that it blocks out the light, but I do not see the point of the glass bottle as some would think that it shows a level of class or that the drink is some sort of luxury or high end drink when in fact it only sells for £1 in most supermarkets. I also think that it does not contribute towards their brand values as they pride themselves on being a completely natural energy drink but I think that this should be reflected through their packaging as well.

This was a limited edition Gold version of the drink which they must have released.

The glass bottle might be seen to be 'signature' for Purdeys but I will not be using it as we do not have to, and I personally do not think it contributes to the design, ethics of the brand or the drink it self.

Competitors 

Having a look at some of the drinks which are in the same category as Purdeys and what their designs are like.

From looking at most of these the use of colour is a lot more prominent than in the Purdeys packaging but This is another reason as to why I think a simpler colour scheme would make it stand out.