Del Monte’s Pure Blends and World Fruits ambient juice ranges are getting a new look with taller, thinner packaging.
Rolling out next month, the new Combifit cartons also have a rounded front and more air space, said to make it easier to shake the drinks.
Jackie Harold, senior product manager, said the aim was to boost stand out on shelf, but added that the slimmer shape was also easier to hold, while the height made the cartons better for pouring. She also said that the angled screw top meant they could be stored on their side once opened.
The revamp is being supported by a £2m marketing programme including TV advertising, sampling and on-pack promotions.