Johannesburg – The PURA Beverage Company, identified for pioneering the Modern Refreshment motion, has unveiled a whole model redesign throughout its flagship ranges.
The model redesign of PURA Soda, PURA Kids, and PURA Hydrate units its sights on proudly owning shelf area in a booming $603 million class (Circana/IRI knowledge, 52 weeks to 29 December 2024).
With the Modern Refreshment section rising over 50% in only one 12 months, PURA’s timing couldn’t be higher positioned.
Consumer demand for cleaner labels, actual substances, and guilt-free fizz is not a development; it has change into the brand new regular.
At an unique showcase hosted at Checkers Head Office on 18 July 2025, PURA CEO Greig Jansen symbolically “unlocked” the model’s subsequent chapter.
The occasion, attended by top-tier retail execs and business leaders, marked the official launch of PURA’s reimagined packaging system – constructed to win in as we speak’s ultra-competitive, hyper-visual FMCG surroundings.
“Relevance requires reinvention,” stated Jansen, addressing attendees.
“This renovation isn’t nearly altering how we glance – it’s about strengthening how we place Modern Refreshment and its advantages, how we talk with buyers, and the way we companion with retailer leaders like Checkers to drive significant class progress, differentiation, and innovation.”
Created in collaboration with main US design studios, the brand new packaging emphasises daring color blocking, stronger flavour cues, and simplified layouts, all optimised for contemporary buyers.
Early suggestions from Checkers’ class groups was unanimous: PURA is among the few native manufacturers aligning packaging technique with international FMCG retail finest follow.
Hosted by comic Chris Forrest, the launch married South African wit with severe class perception.
Tastings, retail walkthroughs, and behind-the-scenes technique periods revealed how PURA is doubling down on product storytelling to chop by means of muddle and sign each substance and magnificence.
With retail distribution increasing throughout Africa, the Middle East, and North America – and a mission to be the world’s subsequent international beverage big – PURA’s subsequent transfer is something however delicate.
“As the Modern Refreshment class grows, disruptor manufacturers like PURA must work tougher to chop by means of shelf muddle and sign each high quality and persona,” stated Jansen.
“This renovation was a retail-first transfer – designed not solely to impress, however to transform.”
