Soft drinks producer Don Simon is claiming a grocery first with the launch of a three-litre chilled bag-in-box orange juice.

The new format, which rolls out to Asda in January (rsp: £3.78), is designed to capitalise on increasing demand for larger family-sized packs and provides 20 servings of not-from-concentrate juice in a fridge-friendly format.

The bag inside each box is aseptic, which means the juice can be kept fresh for up to 30 days - longer than regular bottles or cartons, claimed marketing manager Richard Cawood.

The brand’s packaging will be refreshed across the entire chilled range early next year. All 750ml formats will move to one-litre PET, and existing 1.5-litre bottles will by replaced with two-litre cartons.

“In a period when most brands are looking at reducing pack sizes, we are going to focus on bigger packs,” said Cawood.