Premium juice brand Frobishers has rebranded and repackaged its Fusion brand of juice drink, set to launch in various foodservice outlets from next month.
New-look Fusion will be available from pubs, bars, restaurants, cafés and food outlets and represents a step up in Frobishers’ ambition to appeal to millennials. The new packaging promises the same all-natural flavour with “nothing added, nothing taken away” across the range’s three not-from-concentrate fruit juice varieties – apple and mango, apple and raspberry, and orange and passionfruit – in 275ml bottles.
New on-pack labels offer clear colour differentiation between the three flavour combinations and will offer younger demographics the brand heritage and premium positioning that Frobishers argue they are looking for.
Frobishers sales and marketing director Steve Carter said: “The premium soft drink market is evolving and new look Fusion aims to bridge the gap between consumer expectation and consumption. No longer happy to tolerate mainstream quality and run-of-the-mill flavours, consumers are seeking a premium soft drink that offers them choice, variety of flavour and brand heritage. Frobishers is famed for its uncompromising approach to quality and taste and whilst the packaging of Fusion may have changed, operators can be assured of a juice drink that remains true to its natural origins and our brand promise.”
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