V Energy has launched its newest creation in Australia, V Pure, an energy drink with five naturally-sourced ingredients.
The five natural ingredients are sparkling water, apple juice, lemon juice, natural V flavour and guarana.
The new product is ideal for customers who are seeking the usual V energy boost and taste but without added sugars or artificial flavours.
Frucor Suntory senior brand manager Emma Raymond said one of the biggest consumer trends over time has been the shift away from processed and artificial products.
“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,” she said.
“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 launch is supported by a national integrated campaign across TV, cinema, digital and outdoor advertising as well as digital and social media and in-store experimental activations.
V Pure is available now for purchase in convenience stores.