Organic fruit juice Grove Fresh has rebranded to project a "smaller company feel" that it hopes will drive consumers back into the declining organic drinks market.

Sales in the £9m organic fruit juices and drinks market have fallen more than a third in the past year, according to Grove Fresh, which will be repackaged as Grove Organic Fruit Co from next month.

"Our products are different and we aim to re-engage lapsed users, as well as broaden the brand's appeal," said managing director David Patmore.