Purity targets £60m Juiceburst sales

Purity Soft Drinks in Mounts Road is also looking to export to China and the Middle East and has been working with the Black Country UK Trade and Investment and Black Country Chamber of Commerce.

Purity, which dates back 120 years, is a leading manufacturer of healthier soft drinks, specialising in juices and juice drinks packaged in modern and innovative packaging formats, PET, premium glass, and multipacks.

It has already invested £4m in a state-of-the-art production line for Juiceburst , which was launched in 2001 to appeal to the younger health-conscious consumer, over the last three years.

This year Juiceburst is benefiting from a spend of £4m on sales and marketing, helping propel the business forward.

Adapting quickly as a small business and building on current annual sales of £30m. Overall it has grown by more than 20 per cent year-on-year in each of the last two years, also increasing staff at its production site by more than 20 per cent..

Chief executive David Bell said the range was currently stocked in more than 25,000 outlets in the UK and is a top 20 soft drink brand where stocked. "With consumers becoming more and more conscious about the products they're eating and drinking, it's important we strive to create the best product we can. Continually innovating is key to us driving this category forward and ensuring great taste while reducing our sugar content," said Mr Bell.

Purity is a member of the Chamber's Platinum Group of top companies, and Gail Arnold, head of the Platinum Group, referred chief executive David Bell to UKTI when he was looking to expand the reach of his products across the Black Country and overseas.

Heather Crocker, Black Country international trade adviser, said: "I started working with Susie Mayhew, international sales manager at Purity Soft Drinks, to identify target markets for exports.

"The company had initially considered the US but following market research the Middle East and China were identified as key markets."Purity has used a variety of UKTI services including Passport to Export Programme, master classes and Trade Access Programme. The support has helped to secure a contract with a major supermarket chain in Middle East and initial orders for the supply of their soft drinks."

Purity's David Bell added: "The support from Black Country Chamber and UKTI has been great. We were delighted with the response following our stand at the Gulfood show in Dubai during February 2016.

"However, we have had many hurdles entering international markets but Heather and Gail have always been on hand to answer questions and support us.

"Gail has also been a great link between us and other Black Country businesses and we have been able to secure a listing with Midcounties Co-operative, who are long standing chamber patrons."