New Orangina design aims to turn can market on its head

Orangina has revamped its packaging in the UK with upside down cans to encourage consumers to mix the orange pulp inside each beverage.

Available in 330ml formats in both original and light variants, the design aims to create standout on shelf as well as ensure that the drink is served with maximum flavour.

Bridget Hirst, assistant brand manager for Orangina at Lucozade Ribena Suntory, said: “Our aim with Orangina is to surprise and delight consumers, so we’re always aspiring to be even bolder and more creative in our approach.

“Whilst the brand encourages consumers to gently shake Orangina to awaken the pulp, this can be counter intuitive with a can. Therefore, by having the artwork upside down, consumers instinctively turn the can, which awakens the pulp and unlocks the iconic orange flavour.

“With over two thirds of people buying cans, in addition to other formats, we understand the importance of this format for retailers, especially with summer on our doorstep.”

The new cans are available with a recommended retail price of £0.89 and in packs of six for £3.69.