Value juice brand Sunmagic is attempting to rejuvenate the ambient juices and smoothies sector with a relaunch of its 30-strong range.

The brand, owned by manufacturing and distribution group Multiple Marketing, has revamped the packaging of the cartons, cans and bottles to look brighter and more modern. It is backing the move with a six-figure above-the-line push, which kicks off with an outdoor campaign on Monday.

Sunmagic hopes the relaunch will capitalise on what it claims is a 100% increase in distribution over the past 18 to 24 months driven by demand for listings across cash and carries and wholesalers.

Sales in the first quarter had jumped 31% to £17m thanks to wider availability, said brand manager Razin Ali.

He said retailers were impressed by the value proposition of the range, which has an rsp of 39p to £1.19, and also the local production of the juices and smoothies, which resulted in lower food miles.

"We have gone back to our brand values, ensuring the range is seen as bright and fresh, tempts taste buds while showing our understanding that drinking fruit juice has to be healthy, refreshing and value for money," said Ali.

"The fact that our products are made in the UK is also very important in the eyes of buyers and consumers and because we ship concentrated rather than freshly squeezed juice, we can transport up to five times as much in one go, which significantly reduces our carbon footprint."

Multiple Marketing also owns cereal bar brand Eat Natural.