Watermelon is set to hit the ambient juice drinks fixture in the form of a new Brazilian addition to Del Monte’s World Fruits range.
Due on shelf in the week before Christmas, it will sport a 99p flash for a limited period price promotion. Brazilian
Watermelon joins Ecuadorian Passion Fruit, Italian Blood Orange, New Zealand Kiwi Fruit and Indian Mango and Papaya in the multicultural range. It replaces the Costa Rican Banana flavour, which is due to be delisted. A Peruvian Star Fruit variant was axed at the beginning of the year.
Marketing director Rod Groundes-Peace said the brand, which claimed sales of £3m in its first year, had so far beaten even the company’s “most optimistic expectations” and had helped to “add interest and excitement to the category”.