Coca-Cola European Partners (CCEP) has announced the introduction of a new Blackcurrant variant to its Capri-Sun juice drinks portfolio.
The leading on-the-go juice drink flavour will feature in Capri-Sun’s 330ml line-up, joining Orange and Cherry 330ml on-the-go pouches.
Available from the beginning of March, the new variant is made from real fruit juice, contains no preservatives or artificial flavouring and is Soft Drink Tax-exempt.
The product comes in cardboard shelf-ready-packaging that displays key product messages to shoppers. It can also be easily stacked, providing an ambient secondary display solution.
The launch will be supported by a £6 million marketing investment in 2020 for the brand. The campaign will feature ATL, social and digital, as well as in-store activity.
Simon Harrison, vice president, commercial development at CCEP GB, said: “Capri-Sun remains the No.1 kids drink brand in GB and is currently worth £63m. Capri-Sun Blackcurrant has already proven to be popular in the 200ml format – currently worth £8.8m – and there’s no doubt it will be a hit in the 330ml variant as we know our consumers grow with the brand, switching into the 330ml format.”
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