Del Monte has specifically targeted the lucrative on-trade fresh fruit juice category with the launch of a new range of canned juices.
The range, available in a 250ml ring-pull can from the end of May, consists of two flavours - pure orange and cranberry - and will replace the brand's trademark cartons.
Edwin Petrie, managing director at Del Monte, said: "Del Monte is bringing its innovation into the on-trade at an ideal time. There is a clear opportunity both for a single serve cranberry juice in this sector - as one does not currently exist - and orange is the UK's most popular pure fruit juice. The strong heritage of the Del Monte brand guarantees a premium quality product."
The non-carbonated fruit juices are exclusive to the on-trade and the impulse sector and will be supported by point-of-sale material and a merchandising and promotional campaign.
A recent soft drinks report published by Britvic revealed that the on-trade fruit juice category is currently worth £392m and commands a 13 per cent share of the entire soft drinks market.