While the recognisable bottle will remain the same, a new label design will communicate the fruity flavour created by the the combination of two fruit varieties.
Senior brand manager, George Cobb, said: “The new J2O design is just a taster of what’s to come this year. With TV, innovation and a great PR platform, we’re confident J2O will help our customers drive their sales and their profits in 2009.”
J2O will also be launching a 750ml glass bottle format exclusively to the take-home market as a share pack. “Consumers are looking to tighten their belts, and dining in more as a result, but that doesn’t mean that a treat will break the budget. The new J2O share pack is designed to make at-home dining that little bit more special,” added Cobb.
A new 250ml PET format will also be launched to the foodservice channel, to capitalise on J2O’s success as a fruity accompaniment to food.
Britvic will invest £4m in J2O between April and July, to support the new-look J2O. The new design will be supported by extensive marketing investment throughout the year, with TV, press and online activity.
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