Pom Wonderful targets impulse market with new smaller 190ml bottle

Pom Wonderful has introduced a new 190ml serving for its 100% pomegranate juice to add to its growing portfolio of natural beverages.

Its manufacturer has claimed that the new single-serve bottle will offer retailers an additional impulse purchase opportunity, as 190ml represents an ideal consumption size.

The launch is accompanied by a brand new packaging design to be rolled out across the entire Pom Wonderful range, as well as an integrated marketing campaign. The brand will launch a word-of-mouth campaign through online specialist BzzAgents, a series of four “easy-to-follow” fitness videos with Apprentice contestant Katie Bulmer-Cooke, and various retailer promotions aimed at driving trail and purchase.

The company will also target active consumers in gyms and key health stores as part of a sampling campaign, as it looks to reinforce its position as a health-focused juice drink.

Philip Vandaele, European brand manager for Pom Wonderful, said: “With its new health proposition, unique packaging and inspiring marketing ethos, Pom Wonderful as a brand is constantly evolving to meet the needs of a diverse and ever-changing consumer demographic. With additional SKU’s in the pipeline designed specifically for the UK market, including our unique orange blend, we are excited by the prospects of our popular portfolio for 2015!”