Melon juice producer Mello has launched its new vibrantly branded juices in outlets of UK supermarket chains Waitrose and Booths.
The brand is releasing a new 750ml bottle into outlets of Booths following increased consumer demand in the take-home market. Waitrose will stock both watermelon and cantaloupe varieties in the existing 250ml format in more than 200 of its stores. The new listings will help the brand to “drive growth into the popular juice category,” it said.
Mello has adopted a “vibrant” new packaging design from brand consultant Ziggurat Brands, featuring a new colourful design that “creates a strong brand presence, providing extra stand-out on shelf to support [it] in driving sales in the juice category.”
A Ziggurat Brands spokesperson said: “With the new design we were looking to create strong standout on shelf and immediate consumer engagement by focusing on the beauty of melons, both in terms of their vibrant appearance and nutritional value. The confident and stylish brand mark and unique contemporary patterned illustration define the newly created melon juice category and is clearly aimed at the naturally stylish health-conscious consumer. Mello asks the consumer ‘do you want to feel beautiful inside and out?’ and through the new branding, we believe the answer will be a resounding ‘yes’.”
Mello founder Rose Aldean added: “Securing a listing at Waitrose is an important part of our growth plan and we see the retailer as the perfect premium partner for Mello. We are proud to be the first brand to bring the wonderful natural flavour and health benefits that melon juice has to offer to the UK market.
“Our listings in Waitrose and Booths as well as our new rebrand will support in growing our share of the expanding juice category. Mello captures the goodness of a fresh melon in a bottle, with just the same (if not less) natural sugar than most ‘green’ juices available on the retail market – giving consumers a more exciting, healthy and great tasting drinks option.”
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