Fresh boss for juice firm as part of brand expansion

Bell, who takes over from Garry Nield as ceo of the business, will bring a wealth of experience to the roll – gained at Mars and Young’s Seafood, said the firm.

During his time at Mars, he was sales director and marketing director for chocolate in the UK.  

‘Huge growth potential’ ​

Bell said he was “excited about the huge growth potential” ​that exists in the brand and looked forward to leading the business through the next phase of expansion.

Rooney Anand, chairman of Purity Soft Drinks, said: "We are delighted to welcome Bell on board and believe that his experience and leadership will help us accelerate the growth and development of the JuiceBurst brand, which will help to significantly increase the size and scale of our business.”​

JuiceBurst re-launched in February 2013 and has established itself as one of the most popular juice brands in the impulse category, helping grow it to grow by up to 49% where it is stocked, Purity claimed.