Sunny D bosses are hailing a 52% leap in sales over the past quarter as evidence the brand has finally turned the corner despite a further slump in its year-on-year figures.
Twelve months ago, Sunny Delight Beverage Company slashed the drink's fruit juice content from 70% to 15% and cut its price by 18p per litre in a bid to stem its rapid decline after a 39.3% fall in sales to £6.8m [SymphonyIRI 52w/e 23 January 2010].
Recent sales data showed the company's decision to go back to Sunny D's roots which had come a year after a revamp pitching the brand as a healthier product had slowed the year-on-year value decline to 17.1% [SymphonyIRI 52w/e 19 March 2011].
Over the past quarter, sales had actually shown strong growth, claimed the company. "With 12-week sales data showing a 52% increase in value and 56% increase in volume [SymphonyIRI 12w/e 16 April], things are moving in the right direction," said UK & Ireland area manager Richard Baragwanath.
Growth was being driven by the new formula, good weather and remerchandising of the chilled juice category by retailers, he said.
According to branding expert Kate Waddell, the move back to being a low-juice content drink had given Sunny D a credible and transparent brand promise.
"This is the brand being honest about what it is, which is a brand that majors on taste and convenience," said the managing director of brand consultancy Dragon Rouge "The healthier relaunch felt rather desperate and a case of the emperor's new clothes," she added.
Twelve months ago, Sunny Delight Beverage Company slashed the drink's fruit juice content from 70% to 15% and cut its price by 18p per litre in a bid to stem its rapid decline after a 39.3% fall in sales to £6.8m [SymphonyIRI 52w/e 23 January 2010].
Recent sales data showed the company's decision to go back to Sunny D's roots which had come a year after a revamp pitching the brand as a healthier product had slowed the year-on-year value decline to 17.1% [SymphonyIRI 52w/e 19 March 2011].
Over the past quarter, sales had actually shown strong growth, claimed the company. "With 12-week sales data showing a 52% increase in value and 56% increase in volume [SymphonyIRI 12w/e 16 April], things are moving in the right direction," said UK & Ireland area manager Richard Baragwanath.
Growth was being driven by the new formula, good weather and remerchandising of the chilled juice category by retailers, he said.
According to branding expert Kate Waddell, the move back to being a low-juice content drink had given Sunny D a credible and transparent brand promise.
"This is the brand being honest about what it is, which is a brand that majors on taste and convenience," said the managing director of brand consultancy Dragon Rouge "The healthier relaunch felt rather desperate and a case of the emperor's new clothes," she added.
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