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On the crest of a wave

Ocean Spray plans to ride high on the success of the chilled sector with a £1M re-launch and expansion of its premium chilled juice drinks portfolio.

Design agency Brewer Riddiford revamped the six-strong Cranberry range packed in one-litre Tetra Rex ScrewCap cartons to create a stronger presence in the chiller cabinet, following the ambient range redesign two years ago.

Heather Knight of Brewer Riddiford said: “The new packs build on the Ocean Spray look involving a ‘splash’ logo with seductive fruit images set in a white background.

“In addition, royal blue has been used in the overall look of the chilled range to reflect the premium positioning.”

New variants Cranberry and Blackberry and Cranberry and Cherry are said to be a first for the chiller cabinet, joining the three cranberry juice drinks.

The re-launch is part of a £6M brand support package planned over the coming 12 months.

In value terms, the chilled sector, represents almost half of the total juice and juice drinks market (49%) with chilled juice drinks one of the fastest growing sectors at 20%, according to AC Nielsen.