PomeGreat is revamping its packaging to appeal to younger shoppers in the wake of sales falling 20% to £5.7m [Nielsen 52 w/e 12 October 2013].

It is moving the products under new umbrella company The Simply Great Drinks Co and rolling out new-look packs designed with shoppers in their mid-30s in mind.

MD Adam Pritchard said he would not risk harming brand value with price promotions and planned a pack loyalty scheme.