V Energy has released V Pure, a new beverage containing only five naturally-sourced ingredients – sparkling water, apple juice, lemon juice, natural V flavour and guarana.

In an effort to appeal to a growing market that leans towards more natural products without artificial colours, additives or flavours, V Energy – manufactured by Frucor Suntory – has launched V Pure in Australia.

The new product contains just five naturally-sourced ingredients, including guarana, the South American berry which has been used for centuries and by locals for the energy in its seeds.

Frucor Suntory’s senior brand manager, Emma Raymond, says 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.

“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,” she says.

The minimalist approach of V Pure also extends to its packaging, aiming to stand out from other energy drinks on shelves with its with a clear 275ml glass bottle.

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.

Frucor invested $5.5 million for the campaign across TV, Cinema, Digital, social and out-of-home, as well as the new Amazonians new ad from TKT agency which continues the ‘massive hit that improves you a bit’ angle and tagline.