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Ocean Spray aims for category growth with new wholeberry juice

September 13, 2017, 8:35 am
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Leading ambient juice and juice drink brand Ocean Spray has launched Wholeberry, a range of two new chilled, multi-serve juice drinks with a unique nutrition proposition of whole cranberry fruit – Wholeberry Cranberry and Wholeberry Mixed Berry.

Available in 850ml format with no added sugar or preservatives, Ocean Spray crushes whole cranberries into a nourishing, flavourful and deliciously thick juice drink retaining the fresh taste and nutrients of the entire cranberry – not just the juice.

Every 200ml serving of Ocean Spray Wholeberry contains 40 whole crushed cranberries, delivering maximum nutrition to consumers.

Aimed at the health conscious and foody consumer who is after authenticity and wholesomeness of ingredients, Wholeberry provides an opportunity for retailers to meet consumer demand whilst delivering incremental sales and category growth in chilled juice.

Ocean Spray Whole berry juices
Ocean Spray Whole berry juices

Comments Caroline Rose, Ocean Spray Marketing Manager – Europe, Middle East & Africa: “Consumers want the benefit of the whole fruit in a convenient way and Wholeberry meets this demand perfectly. And consumers are prepared to pay a premium too, helping to deliver category growth in chilled juice.

“Our new Wholeberry range is the first fruit juice in the UK to deliver a whole cranberry proposition. This juice is thicker than our original cranberry juice because it is made with the whole cranberry fruit, not just the juice and so, it offers more goodness and nutrition in every glass.  It meets different consumer needs, resulting in incremental sales opportunity for retailers.”

The new Ocean Spray Wholeberry range is available in Sainsbury’s, Waitrose, Asda, Co-Op and Booths (850ml, RRP £2.99).  Its launch is being supported by a heavyweight £1 million launch investment, including above the line support, trade marketing, in-store, PR and digital/social media.

Both Wholeberry varieties also features a Try Me Free promotion designed to drive trial.

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