This will be supported by ‘significant investment’ in marketing and PR throughout 2014, plus a new look website to drive customer engagement.
The new-look pack design signals a complete reposition for the brand from a health drink with one flavour proposition to a lifestyle brand, with the introduction of new flavours in early 2014.
Simply Great Drinks CEO Adam Pritchard said: “The new brand identity means we are providing retailers with a totally new offering from a trusted supplier. Moving from a specialist in one fruit to producing a range of flavours was a decision that wasn’t taken lightly. The category needed invigorating and that’s exactly what we have done with Simply Great.
“Our juice knowhow will remain constant, offering the best quality ingredients with the same fresh taste. We’re being bold with our pack design and plan to excite and entice customers both old and new.”
Packs have been created to have shelf standout, with striking colours and a clear logo. They also feature a superhero motif promoting the healthy benefits of the juice. Packs will also include a clear call-to-action to consumers to ‘Drink Me’.
In addition to the current range, a new, smaller 330ml carton will be available to appeal to the on-the-go customer.
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