The company has reformulated the iconic drink, eliminating artificial flavourings, preservatives and added sugar after reducing sugar levels less than two years ago, when the brand was initially updated.
Along with the reformulation, Sunny D is also packaged in new, transparent bottles with a different typography on the labelling instead of the traditional semi-opaque bottle. The beverage will now contain 70% natural juice compared to 15%, and the range has been extended with a third apple-blackcurrant flavour.
The relaunch will be backed by a £4.5m marketing campaign that’s planned to start in September, beginning at the school term. However, the company has already launched a new website for the brand. The new site will act as an information portal to communicate the benefits of the drink’s new formula, and has the support of the Parent’s Advisory Group.
“The website communicates the product’s new, all-natural formulation, allowing parents to feel reassured and for kids to enjoy being part of a healthy and active lifestyle,” said Nicky Standing, head of design at Five by Five, the digital agency behind the new website.
© FoodBev Media Ltd 2024