Juice maker The Berry Company has overhauled its branding for 2016, as it prepares to launch a suite of new products as part of “ambitious plans” for the year ahead.
The company, billed as one of Europe’s fastest growing drinks brand, will begin by relaunching its existing juice and tea range with 40% reduced sugar and calories in line with a refreshing new pack design.
The announcement has been made as consumers continue to move towards reduced-sugar products, with as many as 92% of consumers trying to reduce their sugar intake according to Kantar Worldpanel.
The Berry Company is looking to utilise its range of exotic juices and speciality teas with superberries to help satisfy changing consumer demand, and add interest to the fruit juice category, where take-home and on-the-go retailers are currently struggling to attract new customers and brands are experiencing losses in penetration as a result of a move away from the traditional orange juice, The Berry Company said.
As well as the brand relaunch and reformulation, the firm will embark on a series of product releases – including launches such as a not-from-concentrate, low-sugar juice drink for children; organic, low-calorie carbonated drink; organic protein smoothie; and snack options such as organic granola protein bites and organic, freeze-dried powder.
The Berry Company CEO and founder Khaled Yafi said: “2016 is going to be a very exciting year for The Berry Company as we work towards a complete brand relaunch. Not only are we filling a gap in our portfolio for low-calorie drinks, we are also in the process of extending our portfolio into the breakfast and ‘on-the-go’ snacking categories.
“We are also looking to tackle the growing demand for exciting flavours within the ambient drinks category by offering everyday, active consumers a choice of products that suit their lifestyle. Our love for exotic superberries remains at the heart of our brand but we will continue to experiment into new and exciting brand extensions.”
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