The UK’s number one pomegranate juice brand Pomegreat is putting £1.2 million behind the launch of two new chilled juices. The juices contain a secret “elixir” that uses the whole of the antioxidant rich pomegranate fruit for the first time.
Pomegreat is introducing two new juices ¬- Pomegreat Ruby and Pomegreat Sapphire, which is a blend of pomegranate and blueberry - into the chiller cabinet from September. Aimed at the premium adult juice drinks market, the newcomers will be backed by a print and outdoor campaign entitled Get Your Juices Flowing.
Rob Sutton, Pomegreat marketing director, said: “Pomegreat is the first juice company to introduce a chilled pomegranate juice drink that contains the goodness of the whole pomegranate fruit. Research shows that powerful antioxidants are often left behind when the fruit is juiced, yet we have now found a way of extracting the goodness not just from the juice, but from the whole fruit. The result is a great tasting juice that offers exceptional quality and supreme antioxidant benefits in every glass.”
The new one litre cartons will retail at around £1.99 and the range features striking packaging that clearly communicates the innate health benefits of the pomegranate fruit and strengthens the brand’s positioning as a premium adult juice drink. The new design has been rolled out across the whole Pomegreat brand to create consistency on both the chilled and ambient range.
Sutton added: “We are very confident that our new range of chilled pomegranate juices will transform the exotic juice offering in the chilled cabinet and will become a major player alongside more traditional flavours. We have used our blending and sourcing expertise to perfect a unique recipe using pomegranate elixir. We believe Pomegreat can drive category growth in the chiller, just as we have successfully achieved in the ambient aisle.”
Pomegreat has a 20.6 per cent share of the chilled pomegranate sector with sales in excess of £3.1m and is looking to increase this significantly through the launch of its new chilled range.
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