Pomegranate juice brand Pomegreat has invested in packaging design changes and has plans for a major advertising campaign later this year to better reflect its premium positioning.

The company has invested £60,000 in packaging R&D and is now launching its one-litre ambient juices in a Tetra Pak carton. Design changes have also enabled it to display more information on the pack, to highlight the drink's health benefits.

"We are creating a superjuice category," said Adam Pritchard, MD of RJA Foods.

Over the past few weeks, Pomegreat has been linked with Diageo's Pimm's brand in Sainsbury's as an ingredient in 'The PimPom' cocktail.