Sunny Delight is plotting a major relaunch that could see the struggling brand move into new sectors.

Sunny Delight Beverages Company, which has worked hard on shedding the juice drink's unhealthy reputation since it was bought from Procter & Gamble in 2004, is believed to be gearing up for an extensive relaunch this year.

The company has also re-registered the brand name in recent months under a variety of new categories, including ices and ice creams, signalling potential brand extensions.

Last year, sales of the juice drink continued to slip, falling 7.7% to £11.5m, according to Nielsen [52w/e 17 May 2008].

In July last year, the company slashed the sugar content of its Sunny D Florida Original by 12% to give it a healthier edge.