Britvic renames pressed and squeezed

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Britvic has announced a new name and look for its Pressed & Squeezed range to make the pure juice more memorable to pub goers. Launching this...

Britvic has announced a new name and look for its Pressed & Squeezed range to make the pure juice more memorable to pub goers.

Launching this month, Britvic OJ (squeezed) and AJ (pressed) are available in 275ml glass bottles. The launch is backed by PoS - including drip mats, tent cards and bar runners - reminding consumers that "all you have to do is say OJ/AJ"​.

Made from 100% pure juice, the range is available in ambient format with a shelf life of six months.

Each bottle of Britvic OJ contains the juice of three oranges, while AJ contains the juice of two apples - each product counting as one of the recommended five daily portions of fruit or vegetables.

Jonathan Gatward, director of water and adult brands for Britvic, said: "Innovation is key to the continued growth of the soft drinks category and the pure juice category has shown substantial promise over the past 12 months. It's now consistently increasing market-share in the on-trade, growing 3% cent in value year on year and achieving £180m in sales.

"By renaming the range Britvic OJ and AJ we can clearly communicate its pure juice content, simplify the order process and ensure that the brand remains in consumers' minds."

Related topics: Soft & Hot Drinks

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