Appletiser launches 'younger sister'

Appletiser is following up the success of its Peartiser variant with the launch of a range of mixed fruit soft drinks, branded Fruitiser.

The three pure juice, lightly sparkling, blends are Pomegranate & Raspberry, Mango & Mandarin and Apple & Dragonfruit. Initially, the first two flavours will be available to pubs in 275ml bottles and seek to challenge the likes of J2O on the back-bar.

Distributor Coca Cola Enterprises is targeting 18 to 30-year-old women with Fruitiser, a younger age group than Appletiser's core market. But marketing manager Sally Marshall said the extension shares the parent brand's "product intrinsics" - 100 per cent juice and preservative, colourant and sugar-free. It also counts towards the health conscious consumer's '5-a-day' fruit and vegetable portions.

"We are talking about very discerning customers who want something that fits into their need for indulgence and a premium positioning - and they are willing to pay the price," she said.

In research 88 per cent of the target market said they would be happy to give Fruitiser a go, and Marshall is further encouraged by the continuing growth of Appletiser, whose sales were up by 17 per cent in a flat market last year, and the instant success of Peartiser, launched in April 2007 and currently 78 per cent over target.

Fruitiser's launch is supported by a £1m marketing campaign which includes advertising in the women's press and sampling events. It is also sponsoring the re-runs of Sex and the City on Paramount.