Ocean Spray, which is currently experiencing brand growth of +13.2% in the UK (IRI, Total Soft Drinks – 52 w/e Data to 27 Jan 2021), has unveiled Sparkling Pink Cranberry (330ml, rrp £1.29). The cranberry-based carbonated juice drink has added vitamin C and is low in calories and sugar. The product is aimed at health conscious women aged 35-54 who, the firm claims, are currently underserved in on-the-go when it comes to healthy carbonated soft drink choices.
Launching in May 2021 with a core campaign message ‘Bubbles with Benefits’, the drink combines pink, red and white cranberries to produce its pink colour. It is made from concentrated cranberry juice, contains only natural ingredients and is completely free from artificial colours, flavourings and preservatives.
Initially available through independent stores, before rolling out to major multiples, the product will receive £500,000 worth of marketing support.
Caroline Bethell, managing director for Europe for Ocean Spray said: “Sparkling Pink has been a long time in the planning and we are extremely excited to finally unveil it at a time when the nation is entering a new phase of positivity following the pandemic.
“We know consumers are looking for healthier carbonated soft drinks for a variety of on-the-go occasions. The ‘naturally sparkling’ segment of soft drinks is also showing significant growth.
“With 80% brand awareness for Ocean Spray in the UK [Source: YouGov Brand Tracking Study - Oct 2020] and our ready-made customer base who already know and understand the health credentials of the brand, we believe Ocean Spray is perfectly positioned to bring this target consumer into the category – and in particular into front-of-store - through the launch of Sparkling Pink.”
Ocean Spray’s cranberries are grown by a cooperative of 700 cranberry farmers with more than 80 years of tradition and experience, ensuring the quality of their products. All profit goes back to the farms where 100% of the cranberries are sustainably farmed. For every one-acre of cranberry farm, 5.5 acres of surrounding natural land, such as wetlands, forests, and grasslands are conserved.