Firefly has gone back to nature and ditched its image as an energy drink.

The 330ml bottles have been rebranded to focus on Firefly’s fruity, botanical content, rather than the functional properties of the herbs that provided the original ‘natural energy’ positioning on launch in 2003.

The redesigned bottles feature black and white Polaroids set against a block of colour, which hints at the juice within.

“We want to be known as the brand that makes great-tasting drinks with no added sugar and no artificial ingredients,” said Firefly founder Marcus Waley-Cohen. “The 100% natural message seems the right way to portray this.”

A new range of three drinks in larger 750ml bottles has also been introduced. Lemon, lime & ginger, peach & green tea and grapefruit & passionfruit (rsp: £2.90-£3) are available from Waitrose and Ocado.

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