Ocean Spray has overhauled its chilled juice drinks, making its packs more eco-friendly, as it attempts to arrest years of value decline.
The brand has poured Cranberry Original and Cranberry Light into a one-litre PET bottle that includes 25% recycled plastic – with the latter variant undergoing a name change to Cranberry Original with No Added Sugar. Previously available in a resealable carton, both drinks will land later this month in Asda, Waitrose and Sainsbury’s (rsp: £2.19).
The new packaging’s design had “more visible appeal and a stronger emphasis on health and wellbeing messaging” according to Ocean Spray, which in the past five years has seen its portfolio of ambient and chilled juices lose 35% of its value in UK grocery. Sales over the past 12 months were down 5.6% to £24.4m [Nielsen 52 w/e September 2018].
Growth in the chilled juice segment came from premium brands that offered “a health and functional benefit” said Caroline Rose, marketing manager for Ocean Spray.
“By changing our packaging to modern, distinctive and premium clear PET bottles, we can more clearly communicate our strong health credentials and create standout in the sea of orange and yellow in the chiller cabinet.”