Britvic gives Purdey's dark berry-flavoured Edge variant

Britvic has unveiled a new variant of its multivitamin fruit drink Purdey’s.

Joining the original Rejuvenate, the caffeine-free Purdey’s Edge (rsp: £1.49) is flavoured with dark berry juices - reflected in the black 330ml bottle - and comprises one of your 5 a day.

Its release follows the launch of the brand’s Thrive On campaign with Hollywood star Idris Elba, who will appear in a series of short films backed by outdoor and digital activity.

“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,” said Britvic’s GB marketing director, Kevin McNair.

“The striking dark packaging will enhance the brand’s premium character and encourage standout on shelf.”