Ocean Spray has reformulated its cranberry based pure juice range in a bid to appease consumers put off by the sour taste. The cranberry, cranberry and passion fruit and cranberry and lime juice range is relaunching with new packaging, backed by a heavy weight promotional campaign. The new cranberry recipe juices have been sweetened with apple and grape juice to increase appeal to those who only want to drink cranberry juice for health reasons. Rob Spencer, marketing director of Gerber Foods Soft Drinks, UK agents for Ocean Spray, said: "To reinforce the good for you' benefit, vitamin C has been added to the formulation and this will be highlighted prominently on the front of the pack." The new range will have greater synergy with Ocean Spray's other repackaged juice drinks, according to Spencer. {{P&P }}

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