Iceland has replaced its own-label fruit juices with a five-strong range from Del Monte.
The not from concentrate juices are: Pure Orange Smooth, Pure Orange with Bits, Pressed Apple, Pressed Pineapple and Pressed Apple & Mango (rsp: £2/1l).
They began rolling into Iceland and The Food Warehouse stores on 27 October.
“Following a huge success in launching the Del Monte frozen fruit range earlier this year, we are extremely excited to offer customers a brand new product using not from concentrate juices,” said Iceland trading director for chilled & fresh, Andrew Garton.
Del Monte UK & Europe commercial director Martin Tilney said: “This range is a natural addition to our expanding presence in Iceland and testament to our thriving collaboration as we continue to serve shoppers with quality fruit products.
“We anticipate Del Monte juices will appeal to younger, health-conscious consumers looking for easy ways to boost their nutrition,” he added.
The launch will be supported by window posters and PoS shelf edging, as well as a Bonus Card promotion, offering card holders and app users the juices for £1 each.
It comes after The Grocer revealed last month Iceland had landed 250 new products in stores in a day, spanning own label to exclusive new brands such as Piccolino.
“Many more” were set to launch during the rest of this year and into next, said Iceland trading director Andrew Staniland.
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