Pomegranate juice drink Pomegreat has been rebranded under a new Simply Great banner with a view to brand owner The Simply Great Drinks Company expanding the range to include different fruit flavours.

“The new look pack design signals a complete reposition for the brand from a health drink with one flavour proposition to a lifestyle brand with the introduction of new flavours in early 2014,” says CEO Adam Pritchard. “Moving from a specialist in one fruit to producing a range of flavours was a decision that wasn’t taken lightly. The category needed invigorating and that’s exactly what we have done with Simply Great.”

The rebranding will be supported by a significant investment in marketing and PR throughout 2014, plus a new look website to drive customer engagement. In addition to the current range a new, smaller, 330ml carton will be available to appeal to the on-the-go customer.