Ocean Spray is launching Pink Cranberry, a sweeter type of cranberry juice drink with vitamin C and no added sugar, artificial colours or flavourings.
Rolling out in the ambient aisle in Morrisons, Sainsbury’s and independent stores from the end of this month (RRP £1.85), Ocean Spray Pink Cranberry contains a blend of pink, red and white cranberries, giving it a smooth and sweet taste compared to the tangy flavour of red cranberry juice.
Ocean Spray has pledged to donate five pence from every carton sold to breast cancer trust The Pink Ribbon Foundation.
Jo Dickinson, senior UK marketing manager at Ocean Spray, commented: “We wanted to create a different type of cranberry juice filled with passion and purpose that appeals to the younger, non-cranberry drinker who is often put off by the tartness of traditional cranberry juice. It also needed to have wider appeal outside of the breakfast occasion.
“Research shows nearly three-quarters of non-cranberry juice consumers would be more likely to drink cranberry if it had a sweeter taste profile. The majority of these consumers consider cranberry juice to be inherently healthy, but two-thirds don’t consider it due to its tartness. We knew we had to find a solution that was different, unexpected even, yet consistent with Ocean Spray’s brand values and emotionally connected with consumers.”
Ocean Spray will also be introducing a chilled variant of its new Pink Cranberry, containing higher levels of vitamin C, in spring 2024.
The launch of the ambient version this month will be supported by a nationwide sampling campaign, TV and display advertising, instore and online activation, social media and PR.
NAM Implications:
- One of the appeals of traditional cranberry juice…
- (apart from the ‘tartiness’ )
- …is perhaps the variable degrees of sweetness.
- …representing ‘natural’ to some users.
- (like Lurpak ‘white to yellow’ depending on season and feed)
- One to watch…
