Sandwell juice drinks firm Purity has appointed a new chief executive, after David Bell stepped down from the position in July. Mr Bell had held the position since 2014 when he succeeded Garry Nield, having previously held roles at Mars and Young’s Seafood.

 
The new CEO is Sarah Baldwin, former managing director of Gü Puds. Ms Baldwin had been in her previous role from June 2016 to December 2017. She brings 15 years of experience in leadership roles across various sectors in the UK, having worked at Arla Foods, Asda, Dairy Crest, Milk Link, Bumlers, Premier Polutry and KP Foods previously.

 
Purity Soft Drinks owns the JuiceBurst and Firefly drinks brands. School-approved JuiceBurst fruit drinks contain no added sugar and claim to count as one of your five a day. Firefly drinks are juice drinks boosted with various botanical extracts aimed at adults.

 
Purity’s headquarters have been located in Wednesbury since the firm was founded in 1892 and it has been backed by private equity firm Langholm Capital since 2012.

 
Back in April we reported on the company’s increase in sales during the last financial year – despite a fall in profits – as well as securing a deal with Tesco. Until the Tesco deal Purity had only supplied outlets in the West Midlands with its products but its drinks are now stocked nationally.

 
At the time, Purity said the decline in profit was because of the impact of the Brexit vote on currency and further investment into its brands.
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