M&S is set to launch a new drink called Punishment Juice, ending a guessing game that started when it trademarked the name earlier this year.
As The Grocer correctly speculated, Punishment Juice is aimed at shoppers looking for a healthier drink.
It is still not altogether clear why M&S would want it associated with punishment.
The seven-vegetable cold-pressed juice drink includes ‘superfoods’ such as spirulina and hemp, and counts as one of the recommended five portions of fruit and vegetables a day, according to M&S. It is said to be low in sugar and a source of protein.
Punishment will be available in more than 400 M&S stores from Wednesday, priced at £2.25 for a 250ml bottle.
“At M&S, we take innovation and quality extremely seriously,” said a spokesperson. “We’re always looking at how we can improve the quality of our products and launch new lines that customers can’t get anywhere else.
“Our new cold-pressed juice is a unique blend of seven vegetables and includes trending superfoods like spirulina. It’s one of your five a day, low in sugar and a source of protein.
“It sounds almost too good to be true and that’s why we’ve called it Punishment Juice – a disruptive name for a fresh-tasting, healthy product.”
Soft drinks with a negative-sounding name have a questionable track record, with US canned water brand Liquid Death retreating to its domestic market amid lacklustre UK sales in February. Time will tell whether shoppers are more willing to embrace Punishment from M&S.
New Kantar data today showed M&S remained in double-digit sales growth despite the cyberattack on the retailer in April. Its grocery sales were up 12% year on year in the 12 weeks to 15 June.
No comments yet