The PURA Beverage Company, known for pioneering the Modern Refreshment movement, has unveiled a complete brand redesign across its flagship ranges – PURA Soda, PURA Kids, and PURA Hydrate – as it sets its sights on owning shelf space in a booming $603 million category (Circana/IRI data, 52 weeks to 29 December 2024).
With the Modern Refreshment segment growing over 50% in just one year, PURA’s timing couldn’t be better placed. Consumer demand for cleaner labels, real ingredients, and guilt-free fizz is no longer a trend, but the new normal.
At an exclusive showcase hosted at Checkers Head Office on 18 July 2025, PURA CEO Greig Jansen symbolically “unlocked” the brand’s next chapter. The event, attended by top-tier retail execs and industry leaders, marked the official launch of PURA’s reimagined packaging system – built to win in today’s ultra-competitive, hyper-visual FMCG environment.
“Relevance requires reinvention,” said Jansen, addressing attendees. “This renovation isn’t just about changing how we look – it’s about strengthening how we position Modern Refreshment and its benefits, how we communicate with shoppers, and how we partner with retailer leaders like Checkers to drive meaningful category growth, differentiation and innovation.”
Created in collaboration with leading US design studios, the new packaging emphasises bold colour blocking, stronger flavour cues, and simplified layouts, all optimised for modern shoppers. Early feedback from Checkers’ category teams was unanimous: PURA is one of the few local brands aligning packaging strategy with global FMCG retail best practice.
Hosted by comedian Chris Forrest, the launch married South African wit with serious category insight. Tastings, retail walkthroughs, and behind-the-scenes strategy sessions revealed how PURA is doubling down on product storytelling to cut through clutter, and signal both substance and style.
With retail distribution expanding across Africa, the Middle East, and North America — and a mission to be the world’s next global beverage giant – PURA’s next move is anything but soft.
“As the Modern Refreshment category grows, disruptor brands like PURA need to work harder to cut through shelf clutter and signal both quality and personality,” said Jansen. “This renovation was a retail-first move – designed not only to impress, but to convert.”
