Wednesbury-based soft drinks maker Purity has received a boost after landing a deal with supermarket giant Tesco to stock its products nationally.

Tesco has stocked Purity’s Juiceburst and Firefly drinks at a local level across the West Midlands for five years but will now extend that to stores nationwide. Purity has also been accepted on to Tesco’s Incubator Programme, a mentoring scheme for small entrepreneurial brands that have been accepted by the retailer.

The programme offers small suppliers, usually operating on a local level, business support and insight from Tesco. The aim is to develop unique products and help businesses to grow.

Purity Soft Drinks currently makes brands JuiceBurst and Firefly, both made using natural fruit juice with no added sugar. JuiceBurst fruit drinks are school-approved and claim to count as one of your five a day. Firefly drinks are juice drinks boosted with various botanical extracts aimed more at adults.

Purity Soft Drinks was a family-run business that has been based in Wednesbury since 1892. It was taken over in 2012 by London private equity firm Langholm Capital, which owns Tyrrells Potato Crisps, the Bart Ingredients Co and Dorset Cereals.

This year the historic Sandwell company hopes to expand even further and take its business to the next level by working closely with Tesco.

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