Squash brand Jucee has removed all added sugar from its entire product portfolio as a response “to a growing market of health-conscious consumers”.
The final three products in the Jucee range containing added sugar – orange and mango, orange cordial, and blackcurrant cordial – will be replaced in May 2015 with added sugar-free varieties. The brand has already reformulated seven of its products, including summer fruits, apple and blackcurrant, and lime cordial.
Jucee is also launching a new bottle design, which it hopes will “have greater shopper appeal and stand out more on shelf”.
The rounded bottle design is embossed with Jucee’s signature “splash” design and logo. It will be available across the range’s 1.5l bottle for the convenience sector, in addition to the 1l, 2l and 3l formats.
Graham Breed, convenience channel marketing director for brand owner Princes, said: “We’ve invested significantly in the Jucee brand to ensure we’re one of the first to market with a 100% no-added sugar line up. So far, our shift to no-added sugar has gone down really well with consumers. Whenever we have removed a recipe containing sugar, its replacement has performed at an even higher level in blind panel tests.
“Two years ago we launched a new 1.5l price-marked pack to meet evolving retailer and consumer needs. Feedback has been really positive for the new £1.29 PMP, which offers 50% more squash and is cheaper than some competing products. This will be available across all of our new products.
“2015 will be a really positive year for Jucee. We are continuing our very effective sponsorship on Nickelodeon, which has increased brand awareness by 17.8% and will again be seen over 100m times. On top of this we have more media activity planned to take our message to even more people. This, combined with our move to 100% no-added sugar recipes, and our brand new bottle design, means consumers will be even more interested in the ‘great taste, great value, great fun’ range of Jucee products, and retailers can fully benefit by stocking and supporting the range.”
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