Veteran juice drink brand Libby's C is set for a revamp to boost its appeal to the family market.
Owner Gerber has decided to increase juice content by at least 50% and scrap all added sugar. It will also add calcium to the apple variant, flagging up the fact this can aid healthy bone development. A Tropical option will also join the line-up.
New packaging will be phased in from September, using bright, fresh colours to position the brand as upbeat and to reinforce a family-oriented image.
Libby's C Tropical with added multivitamins for health and wellbeing will replace the blackcurrant variant in October.
"Consumers' expectations are getting higher and the brand has an ageing target market," said senior brand manager Moira McAllister. "With juice and juice drinks still growing, we want to bring the brand up to date and add taste with functionality to the category. Libby's C is a mass market brand the health benefits need to be broad."