V Pure

V Energy Delivers a Natural Energy Hit

V Energy has launched its V Pure creation in Australia, harnessing the natural hit of guarana energy from the Amazonian rainforest and containing just five naturally-sourced ingredients to create one amazing energy drink.

V Pure maintains the full energy boost and great taste synonymous with V Energy but contains just five naturally-sourced ingredients – sparkling water, apple juice, lemon juice, natural V flavour and guarana.

The new product derives its energy from the natural source of guarana, the South American berry which has been used for centuries and revered by locals for the energy in its seeds.

With only a handful of ingredients used in V Pure, the new product will appeal to Australians seeking the same energy boost and great taste of V Energy but with no added sugar or artificial flavours.

Frucor Suntory Senior Brand Manager, Emma Raymond, said the latest addition to the V Energy range was created to challenge perceptions around the energy drinks category and respond to a shift towards greater transparency in beverages.

'One of the biggest consumer trends over recent years is the shift towards more natural products, without artificial colours, additives or flavours," Ms Raymond said.

'This might seem like an insurmountable challenge in the energy drinks category, but V Pure will make people question their expectations around what energy drinks look and taste like and above all, what they contain."

'Our focus was to create something which derives its energy boost from a completely natural source, without compromising on flavour, and still delivering our signature energy boost."

The minimalist approach of V Pure also extends to its packaging, with a clear 275ml glass bottle making it unlike any other energy drinks currently on the shelves.

The launch of V Pure in Australia will be supported by a national integrated campaign across television, cinema, digital and outdoor advertising, digital and social media, as well as in-store experiential activations to engage Australians.

V Pure is now available in all major supermarkets and convenience stores.

To find out more about V Pure and the V Energy range, visit www.v-energy.com.au.