Fruitiser packaging refreshed to drive summer sales (1)

Wednesday, June 16, 2010

This summer, Fruitiser packaging will be rebranded to bring it in line with the rest of the Appletiser range of premium soft drinks, which includes Appletiser, Peartiser and two Fruitiser variants - Pomegranate & Raspberry and Mango, Apple & Mandarin.

From June, all bottles will share the same dynamic visual identity, with Fruitiser bottles featuring a new logo and graphics to fit with the Appletiser and Peartiser packaging. Flavour communication has also been enlarged on-pack to make it easier for shoppers to see. The Fruitiser rebrand will boost the brand's visibility increasing stand-out in the chiller and will further raise consumer awareness for the summer season.

Summer is a key time for soft drinks sales and licensees have an opportunity to increase their sales further by stocking the full Appletiser range. Consumers will pay more for a soft drink with natural and healthy ingredients and Appletiser is the biggest premium soft drink containing gently sparkling 100% fruit juice, no artificial colours, flavours or added sugar and to count as 'one of your 5-a-day'.

The range is also a must have to serve with food. 88% of Appletiser stockists said 'with food' was the key occasion for Appletiser , giving licensees serving food the opportunity to drive dual purchase and their sales.

Andy Thompson, Senior Brand Manger for Appletiser, comments: "The Fruitiser pack changes will give the range even better stand-out in the chillier and emphasise the variety of delicious flavours available. The Appletiser range is also a perfect accompaniment to food, so we recommend that licensees serving food include the Appletiser portfolio on their menu to drive joint purchase. Ensuring the full range is merchandised together in the chiller is also crucial, to make the most of the increased visual impact."

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For more information, please contact Simone Harvey on 020 78485 0100 or simone@mercieca.co.uk

Notes to editors

[1]Mintel: Reason to pay more for a soft drink, December 2009
[2]AC Nielson Total Coverage Value to 29th May 2010
[3]Matthew Clark telephone research: Nov. 09: 67 Appletiser stockists
[4]AC Nielsen Total Coverage to 31.10.09
[5]AC Nielsen Total Coverage to 31.10.09

• Appletiser, Peartiser & Fruitiser are registered trademarks of SAB Miller Finance B.V.
• The Appletiser portfolio includes Appletiser, Peartiser and two Fruitiser flavours - Pomegranate & Raspberry and Mango, Apple & Mandarin. All four are gently sparkling and made with 100% fruit juice (from concentrate) with no added sugar, preservatives, or artificial colourants. Each 275ml bottle and 330ml can also counts for one of the recommended five-a-day allowance of fruit and vegetables.

Coca-Cola Enterprises Ltd (CCE) is a UK based subsidiary of Coca-Cola Enterprises Inc, the world's largest marketer, producer and distributor of The Coca-Cola Company's (TCCC) products.

CCE manufactures and distributes products for TCCC as well as products for other brand-owners, throughout England, Scotland and Wales, employing around 4,500 people in Great Britain across seven manufacturing sites and a number of regional offices and depots.

CCE is committed to minimising the environmental impact of its products and operations, with a particular focus on sustainable packaging, water stewardship, and energy and climate protection.

CCE manufactures and distributes the following TCCC brands: Coca-Cola, diet Coke, Coke Zero, Fanta, Dr Pepper, Sprite, Schweppes, Schweppes Abbeywell, glaceau, Relentless, Powerade, Oasis and 5 Alive. In addition, CCE also distributes Monster, Appletiser, Ocean Spray and Capri-Sun on behalf of other brand owners.

CCE has the largest share of soft drinks in the UK with on-going brand and product innovation continuing to reinforce this position of leadership within the category. Coca-Cola is the UK's number one selling soft drink and remains one of the most innovative brands in the world today.