Jelly juice brand Naturelly has partnered with new retailers in the UK and undergone ‘a complete refresh’ of its branding.
Naturelly was launched in September 2015 and was initially listed by Boots, Wholefoods and Amazon before exporting to the Middle East to retailers Spinneys, Waitrose and Choithrams Supermarkets. It has now increased distribution in the UK with online supermarket Ocado, convenience retailer Nisa and health food chain Holland and Barrett.
The children’s brand has also been refreshed with ‘a playful new design’, and packaging that elevates the fruit content of the individual products as well as their upmarket positioning.
Naturelly founder Dean Dempsey said: “We undertook a vast amount of research when sampling and online, listening to understand what the shopper thought about our brand. The feedback was that we were nice and safe but needed a stronger, bolder, more confident image.
“We are a disruptive and premium challenger brand and think that our new look, a combination of fun and naturalness, reflects this.”
Naturelly juices are free from added sugar and sweeteners, and provide 100% of the reference value of vitamin C and 70% real fruit juice. With a natural, filling jelly to keep children fuller for longer, each pouch contains just 36kcal.
Flavours include tropical fruit, apple and blackcurrant, and summer fruit.
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