Fruit Juice and Juice Drinks in UK -Companies and Brands Products
Key points
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The majority of
juice and juice drink brands are owned by companies that have extensive product
portfolios in other food and drink categories.
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PepsiCo and Britvic
are the leading companies – between them they dominate the on- and off-trade
markets.
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Gerber is the
leading juice and juice drinks producer manufacturing own-labels and providing
production packaging services to retailers and brands.
MAIN SUPPLIERS
PepsiCo
PepsiCo owns
Tropicana, the leading brand of pure juice (in a market dominated by
own-labels) and Copella, the leading brand of apple juice.
Tropicana
●
Tropicana
launched its Pure Premium chilled juice in 1991, pioneering the NFC category
when the market was dominated by value juices made from concentrates. The
Tropicana brand has since grown on the back of rising consumer interest in
healthy eating and premiumisation to be worth in excess of £200 million in
2008.
●
Television
advertising has positioned Tropicana firmly as a breakfast juice but flavour
extensions have tapped into the ‘superfruit’ and berry/fruit trend in an
attempt to extend consumption to other times of the day.
●
The
backbone of the brand in juices is the Tropicana Pure Premium range, which is
offered in various flavours in both Original and Smooth formats. A Lychee,
Grape & Apple and a Pomegranate and Guava variant were added in 2008 and
Pomegranate and Cranberry blends in 2007. On-pack information highlights the
fact that one 250ml glass equates to one of the five recommended daily portions
of fruit and vegetables.
●
The
imminent launch of a super-premium line of juices is anticipated to extend
choice for health-seeking drinkers. This is expected to include Tropicana Pure
Valencia (made from the best 3% of the orange harvest), Indian River
Grapefruit, Pomegranate & Blueberry, and Peach, Papaya & Mango
variants, which were introduced in the US in March 2008.
●
Functional
juices are also offered under the Tropicana Essentials sub-brand – this range
has been extended to include variants with added calcium, minerals, fibre and
less acid. Tropicana Essentials Pure Orange with added Calcium contains the
same level of calcium as milk, glass for glass, and features the National
Osteoporosis Society logo on-pack.
●
Tropicana’s
most significant launch in 2008 was its range of smoothies, which burst onto
the scene in February with a firework-themed TV campaign but appeared to be
ill-timed as the market for smoothies, which hitherto had been a runaway
success, subsequently suffered its first slump.
●
There
may still be plenty of demand for smoothies and growth still far outstrips that
in other soft drinks markets but the launch comes a long time after the
smoothie market was created and opened up to deliver triple-digit growth each
year since.
●
In
October 2008 PepsiCo promptly announced it was to jettison its PJ Smoothies
brand early in 2009 citing the importance of focusing on bestselling lines when
the economy is moving into recession. The Tropicana smoothies are positioned
more upmarket than the PJ products.
Tropicana Go!
●
Tropicana
Go! is a premium kids’ juice targeted at the lunchbox market. It contains 70%
juice and 30% water, with added Vitamin C. Two variants were supplemented with
an Apple variant in 2007.
●
The
launch in 2006 coincided with the tightening of regulations governing what food
and drink can be sold in schools.
Tropicana Spirit
●
Tropicana
Spirit, a cocktail of fruit juice and sparkling mineral, bottled not canned,
was launched in 2008 as a healthier alternative to other carbonated soft
drinks. It claims to provide one of the recommended five a day fruit and
vegetables per serving. The product contains no added sugar and is available in
Blueberry and Blackberry, which contains 70% juice and 30% sparkling natural
mineral water; Orange and Mango; and Lemon and Grapefruit.
●
The
launch was backed by a £5 million marketing campaign, including press and
outdoor advertising, sampling, direct mail, promotions and PR support.
Copella
●
PepsiCo’s
premium apple juice brand Copella has performed well with 60% growth in sales
values in three years because of its appeal to upmarket consumers looking for
provenance. The brand’s marketing messages highlight its Suffolk and English
apple heritage.
●
The
range comprises several apple-based variants, and is differentiated from its
sister brand Tropicana through its packaging in bottles. Two new flavours were
added in 2007 to appeal to families – Apple & Pear and Apple &
Blackcurrant.
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Copella’s
above-the-line advertising is principally distributed through the press.
Below-the-line activity such as sponsorship of open garden schemes is typical.
In 2007 Copella ran a joint promotion offering drinkers the opportunity to win
a relaxing break in a National Trust cottage. This partnership highlights the
brand’s positioning as something quintessentially English. Copella has
experienced something of a renaissance because of the strong interest in local
foods.
Britvic
Britvic is the
number two soft drinks supplier in the UK with a portfolio that includes brands
such as Pepsi, Robinsons, J2O, Tango and Britvic and bottled water brand
Drench. Britvic’s on-trade business is more significant than its retail
business in juices and juice drinks.
Juice
Britvic
●
Britvic
is the leading supplier of fruit juice to the on-trade.
●
In
2008 Britvic launched the first standalone pomegranate juice drink to the
on-trade as part of its mixers and juices range. The increasing demand for
adult premium soft drinks has prompted this move, which simultaneously taps
into consumer trends for health and adventure.
●
Britvic
launched Pressed & Squeezed orange and apple juices into the on-trade in
January 2006. In 2007 they were rebranded Britvic OJ and Britvic AJ. These
juices are packaged in 275ml glass bottles, offering a larger serving than
traditional mixers.
●
Britvic
responded to the banishment of fizzy drinks from school premises at the end of
2006 with the launch of a new 100% pure juice product aimed at secondary
school-aged children called the Really Wild Drinks Company. The product is only
available in school vending machines and canteens.
Juice drinks
J2O
●
Britvic
launched the J2O brand to the pubs, clubs and restaurants in 1998, as a
sophisticated alternative to alcohol. The brand has achieved buoyant sales
reaching £47 million and made a successful transfer to retail in 2002.
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The
blend of 50% fruit juice with water is targeted at women aged 18-35.
●
The
brand maintains interest through regular flavour changes including limited
editions. New flavours for 2007 and 2008 included Apple & Blueberry, Orange
and Passionfruit and a limited edition Orange & Pomegranate that was so
popular it was made a permanent feature.
Robinsons Fruit Shoot
Robinsons is best
known as the leading brand of dilutable squash in the UK and has successfully
extended trust in its household name to juice drinks.
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RTD
Fruit Shoot is now the leading children’s juice drink. Its health credentials
appeal to parents while its flavours and bright colours win children over. The
sports cap lid makes it ideal for drinking on the go with no mess.
●
The
drink is targeted at the 5-12 age range and was launched in 2000. In response
to market trends the product formulation has moved towards higher fruit
content, vitamin enrichment and no added sugar.
●
The
range currently comprises nine variants based on different flavours and
regular/no added sugar formulations in two sizes.
●
In
summer 2007 Britvic supported the launch of Robinsons Fruit Shoot 100%, a
premium juice for kids, with a £1.4 million TV and outdoor advertising
campaign.
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Each
bottle of Fruit Shoot 100% counts as one of the five recommended daily portions
of fruit and vegetables. It is available in Orange, Apple and Apple &
Blackcurrant and contains no 'bits'.
●
Fruit
Shoot H2O flavoured waters were launched in 2006.
●
Britvic
has made sustained use of television advertising in support of its Fruit Shoot
brand. Animated characters used right across the Robinsons brand show little
people having fun in a sweet shop coloured world of fruit. TV and cinema ads
run in 2008 for Fruit Shoot H2O feature cute animated children enjoying puddle
dancing to emphasise hydration and fun. The style has been replicated on press
ads for 100% juice.
Robinsons Smooth Juice
●
Robinsons
Smooth Juice is 100% pure juice with barley, which provides a smoother texture
than other juices.
●
Britvic
unveiled a £2.8 million advertising campaign for its Robinsons Smooth Juice
brand in 2007. The ad shows a little animated boy pour a glass of Robinsons
Smooth Juice and as he drinks it he has an orange taste experience and imagines
himself sliding down an orange slide.
Robinsons Fruit Spring
●
Robinsons
Fruit Spring was launched in 2004 as a more naturally formulated replacement
for its Fruit Break brand. Fruit Spring is a combination of fruit juice with water
targeted at adults, and comes in three flavours.
Coca-Cola Enterprises (CCE)
●
CCE
juice and juice drink brands have experienced a mixed performance. Oasis and
Capri-Sun continue to enjoy healthy sales growth while Minute Maid and Five
Alive have made little impact.
Capri-Sun
●
Capri-Sun
is the number two children’s juice drink brand with estimated sales in 2008 of
£65 million and remains a popular lunchbox choice.
●
Its
performance has been helped by its reformulation, new packaging and flavour extensions.
Capri-Sun now has 3% lower sugar levels, a 20% higher juice content and has new
resealable packaging.
Oasis
Oasis is the
leading adult juice drink brand. The success of Oasis has come through the
marriage of refreshment and health for its young adult audience which is
looking for excitement and taste with a nod to health, but something that is
not mainstream and certainly more edgy than everyone else is drinking. Value
sales growth of 28% in the past three years makes this the fastest-growing juice
drink on the market.
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Oasis
was originally presented in a 500ml format targeted at adults ‘on the go’ but
has been repositioned through its advertising for a younger adult audience.
These consumers are looking for something a bit different and maybe a bit
healthier than fizzy drinks but can find water dull. It is increasingly a
popular choice with teenagers.
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Oasis
comes in a range of portable formats and flavours including Citrus Punch,
Summer Fruits and Blackcurrant Apple. There is also a 1.5-litre take-home
format of the popular Summer Fruits variant.
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Two
low-calorie Extra Light options contain just three calories per 100ml and are
perfectly placed to capitalise on this group’s weight and self-image concerns.
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In
summer 2008 CCE launched a controversial advert, as part of a £4 million
marketing investment which includes TV and outdoor advertising, PR and in-store
POS materials, featuring the tale of a young Tennessee woman and her prickly
boyfriend the Cactus Kid, to reinforce the brand’s positioning as a tastier
alternative to water.
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The
ad was taken off air in October 2008 following complaints about the suitability
of its content and scheduling for a teenage audience.
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CCE
is to launch a range of new products targeting both adults and children in the
on-trade. Schweppes Straightcut is a reintroduction of Oasis in glass bottles
to the on-trade, which is served in 330ml glass bottles.
Five Alive
●
Five
Alive RTD juice drinks are positioned as a family drinks. Each of the three
flavours is fortified with vitamins and minerals and contains no artificial
flavours, colours or preservatives.
Minute Maid
Minute Maid is
positioned to compete with Tropicana and as a relatively recent entrant to the
market has struggled to make significant gains against the leading brand. Sales
values are estimated to have levelled off in 2008 at £1 million below the £10
million achieved in 2007.
●
Easter
2007 saw CCE relaunch the brand after mixed success since its launch in 2005,
in which time it has experienced reduced listings.
●
The
new range, backed by an £8 million marketing campaign, features new drinks, new
pack sizes and has had a packaging makeover.
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The
marketing campaign features the strapline ‘Keep well made simple’ and is aimed
at health-conscious families, working adults and older people.
●
First
to launch was Minute Maid Summer Fruits, a 100% pure juice orange and berry
blend.
●
It
will be followed by the introduction of two new functional drinks, called
Specific Benefits, one for cell defence and the other for digestive health. The
range already includes three fortified products, which have been renamed Nutri
Top Up.
●
Two
new smoothies called Breakfast On The Go are positioned as a healthy way to
help fill you and keep going in the morning.
Deuce
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CCE’s
Deuce brand competes directly with Britvic’s J2O brand, but is not as thick as
J2O to encourage higher volume consumption. Deuce is packaged in 275ml glass
bottles and comes in Orange or Cranberry flavours.
●
CCE
launched a still juice variant of the Fanta brand at the beginning of 2008 to
encourage lapsed drinkers who have switched to still drinks, as well as the
teenage market. This is a consumer base that, in terms of juices, remains
untapped, with Capri-Sun targeting younger children and Ribena and Oasis aimed
at young adults.
Gerber
Gerber Juice
Company Ltd produces most of the UK's juice products. It owns the Sunpride,
Southern Delight and Southern Gold labels and produces and packages juice and
juice drinks for retailers. In addition leading brands such as Ocean Spray,
Welch’s, Libby's Organic, Libby's C, Um Bongo and Sunny D use the company to
package their products. All this makes Gerber the leading fruit juice and juice
drink producer in the UK.
Ocean Spray
US brand Ocean
Spray pioneered the cranberry juice category. As the segment matures, and other
products have traded on the popularity of cranberry, sales have begun to level
off to around £60 million in 2008.
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The
core range of juices is primarily offered in 1-litre cartons, and comprises
Classic, Blends and Grower’s Select ranges.
●
In
July 2008 a new 'on the go' format of single-serve drinks was launched in
Cranberry Classic, Cranberry Classic Light and Cranberry & Raspberry
flavours.
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Ocean
Spray started 2008 with a TV campaign highlighting the health benefits of
cranberries, hoping to repeat the success of a 2007 campaign that resulted in
an additional 1 million litres being sold in five weeks.
●
In
2007 Ocean Spray teamed up with Jordans Cereals to promote the benefits of a
healthy breakfast by offering a number of spa treats through on-pack
promotions.
●
Ocean
Spray entered the smoothie market with Growers Reserve in May 2008 with a range
of cranberry-based smoothies targeted at affluent health-conscious over-45
females, making it the first brand to actively seek to engage with older
consumers. This demographic is key to juice consumption at breakfast.
Welch’s
The Welch’s brand
of grape juice and drinks was launched in 2002 in both the chilled and ambient
aisles. Welch’s is a long-standing mainstream brand in the US, available in a
wide range of flavours.
●
Sales
have been boosted in 2007 and 2008 by brand extensions and a high-profile TV
advertising campaign (see Brand Communication and Promotion).
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Two
new flavours – Purple Grape & Strawberry and Purple Grape & Raspberry –
were launched in 2007 to reach health-conscious consumers and rival products
such as Tropicana Pure Premium, which launched Cranberry Blend and Pomegranate
Blend earlier in 2007.
●
Two
new Welch’s smoothies came onto the market in October 2008.
Libby’s Organic
●
Libby’s
Organic, the leading brand of ambient organic juices, was rebranded Growers
Organic Direct in 2007 and is available in orange and apple varieties.
GlaxoSmithKline (GSK)
GSK’s involvement
in the juice market builds on its flagship Ribena squash brand.
●
Sales
of RTD juice drinks under the Ribena label were worth some £73 million in 2008,
having declined by 22% in the past three years.
●
Growth
of the RTD juice drink portfolio has suffered as support has shifted to improve
the brand’s contemporary reputation among young adults and away from children.
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In
2008 Ribena 100% pure juice was launched in two flavours – Blackcurrant Blend
and Raspberry & Blackberry blend, the brand’s first new range in three
years
●
The
launch will be supported by a £5 million marketing campaign spread over
television and radio, in addition to nationwide sampling and digital campaigns.
The core message was pure fruit content.
Innocent
●
In
a reversal of a trend in the juice market, Innocent, the leading smoothie
brand, is introducing its first straight orange juice to compete with Tropicana
and Minute Maid.
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Its
Innocent Orange Juice, available with or without bits, is unique in that it is
a drink made from both freshly squeezed and not-from-concentrate juice. The
company is expecting the brand to achieve £10 million in sales in its first
year. This follows many smoothie launches by juice companies.
FIGURE 24: Minor brand and companies information
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Brand
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Positioning and channels
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Key or new products
|
Noteworthy promotional activity
2007-08 |
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AdeZ (Unilever)
|
Fruit juice and
soya drink launched in 2006.
Maintenance of a stronger body. Contains as much calcium as milk. One third of calories of fruit juice. Pre-/no family couples and working mothers. |
Dropped by
Unilever in the UK in 2008 due to low sales.
|
2007 £3 million
‘Discover your strengths’ with Mark Ramprakash and Kirsty Gallagher Caribbean
island competition. Supported by TV, press and digital advertising,
|
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Calypso
|
Children’s
juice and juice drinks specialist.
Distinctive cup format. Larger bottles of some products deliver one of five a day. Value for money. |
2007 launched
Juice Shots as part of school-approved range, which includes Aquajuice. New
orange juice has ten-month ambient shelf life. Packed in cuplet, similar to
airline drinks.
New tropical juice in recyclable packaging for Fairtrade Fortnight 2008 to add to existing fair trade orange. |
Teamed up with
Save the Children to launch a bottled water brand, Thirst Aid, which is
intended to raise £55,000 to provide clean drinking water in Ethiopia.
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Del Monte
|
Ambient juices
from concentrate from fruit growing specialists.
Big name in other fruit-based categories such as canned. UK juice and canned fruit production plant closed in 2008. Through grocery multiples and impulse channels. Listings gained in Asda and Sainsbury’s in 2008. |
NPD effort
going to other categories eg 100% Juice range, launched in March 2008, is
first branded range of fruit ices which meets the government's five-a-day
target.
Established brands include Del Monte ambient juices, World Fruits juice drinks and Juice Bar 100% pure chilled juice. |
Marketing
outsourced in 2007.
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Good Natured
|
Environmentally
friendly.
Oranges sourced from Rainforest Alliance-certified farms with sustainable management practices. ‘Paradise’ ingredients. Waitrose and whole food markets. |
Two variants
launched February 2008.
|
Carton looks
like its wrapped in rainforst levaes.
Challenging rivals Innocent and Feelgood. |
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Grove Fresh (Wellness Foods)
|
Acquired by
organic health food supplier Wellness Foods in 2007 for circa £9 million.
UK’s leading premium organic fruit juice brand. Listed by all the major grocery multiples. |
Extended
organic juice portfolio with two new varieties in 2008.
|
£1 million
support for new smoothie range in 2007.
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Metro Drinks
|
Foodservice
including school vending machines and petrol forecourts.
Leading supplier of own-label freshly squeezed juices for the main grocery multiples. Products target children, students & adults Middle income & above. |
Juice Patrol –
healthy fruit drinks for kids.
Qu4ttro Stagioni – sophisticated fruit drinks for adults. Both ranges relaunched with new packaging in 2008. Qu4ttro Stagioni launched a winter recipe in 2008 featuring lemon and ginger. |
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RDA Organic
|
Super-premium
organic.
Each bottle delivers RDA Vitamin C and one of five a day. Foodservice outlets and more recently some multiple. |
Functional
range contains reintroduced English apple variety, which is a superfruit for
cardiovascular health.
Delaying some NPD launches until 2009 |
PR around Organic
Fortnight.
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Rubicon
£45m delivering double-digit growth |
Leading mango
juice brand.
Exotic health. Asian and Afro-Caribbean consumers aged 16-44 are key targets for Rubicon drinks. All major multiples and targeting foodservice Acquired by soft drinks manufacturer AG Barr in November 2008. |
Range uses
mango papaya, guava, pomegranate, lychee, passionfruit, and guanavana.
Recent launches – papaya superfruit drink Sunexotic sub-brand for blends |
TV, outdoor
advertising, PR & sampling. Delivered 113% value growth on previous year.
Save our Sight campaign – benefits of balanced diet with lutein. Donating unwanted sunglasses. Sunexotic Fruit Paradise TV ad. Promotions around National Mango Week. |
SOURCE:
Mintel
Also Read Report on Fruit Juice Drinks Market in UK. Contact Mahasagar Publications for Dissertation Writing Help.
