Ocean Spray has introduced a new 330ml bottle format of its Cranberry Classic juice drink, as it seeks to exploit demand within the impulse and convenience channels.
Available in an eight-pack of 330ml bottles, the “handbag-friendly” bottle was designed to appeal to health-conscious consumers with hectic lifestyles who wanted a convenient juice drink solution. It is the first time that the brand has offered the UK’s fifth favourite juice-based drink flavour in a convenient single-serve format, it said.
The new smaller, single-serve polyethylene terephthalate bottle will create new sales opportunities within the on-the-go segment by tapping into consumers’ impulse buying behaviours, which Ocean Spray claimed was increasingly prevalent “over traditional sit-down meals”.
The brand has also launched its cranberry and raspberry juice drink in a chilled format, packaged in 330ml and 1l cartons and available through the off-trade channel.
Ocean Spray marketing director for Europe, the Middle East and Africa Caroline Bethell said: “In the busy office culture, consumers often fall into the trap of eating at their desks whilst carrying on with their extensive to-do list. Our new product development strategy is informed by the latest social trends as we aim to accommodate the market needs. Our convenient new product size offers consumers a cranberry-flavoured refreshment on the go or as part of an ‘al-desko’ lunch in the office.
“According to our research, impulse drink is the fastest growing beverage category in the UK and we have high expectations of our latest offer significantly expanding our UK market share. With Ocean Spray products enjoying wide consumer appeal and considerable brand loyalty across the globe, we believe the convenient bottle will enable our impulse customers grow their incremental sales volume at a steady rate.”
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