Procter & Gamble has performed a remarkable U-turn in the way it is planning to market its flagging soft drink brand Sunny D.

The fmcg giant plans to reposition the drink as a healthy alternative to other children’s drinks, despite declaring in The Grocer just 12 months ago that to ever return to such a tack would be a “minefield”.

However, the company said it believed consumers were now ready to hear its health message once again following extensive consumer research.

For more on this and other brand news see the Marketing pages of The Grocer - out on Saturday.