Coca-Cola European Partners (CCEP) has launched Capri-Sun Multivitamin Squash into the convenience channel, available in orange and apple & blackcurrant.
The two flavours are available now in one-litre bottles and are made in full-recyclable 100% recycled plastic.
Apple & blackcurrant and orange contains vitamins B1, B3, B5, B6 and Biotin, while orange also includes vitamin C, with each vitamin contributing to the reduction of tiredness and fatigue, to the normal function of the immune and nervous systems, and to normal mental performance and psychological function.
The range uses real fruit juice content and is suitable for vegans, which will be clearly demonstrated on-pack to help shoppers navigate the fixture and make confident purchases.
A £3m campaign will be launched to support the Capri-Sun Squash range, including a TV ad that will span across social media, video on demand and broadcaster video on demand, to raise awareness and drive sales.
Simon Harrison, vice president of commercial development at CCEP GB, said: “Squash is a large and growing segment in soft drinks, and as well as accounting for 25% of drinks occasions among children, it appeals to adults too.
“Capri-Sun’s success in juice drink is largely down to the way we’ve address potential barriers to purchase by reformulating our recipes, and by communicating the benefits of our products to shoppers. This puts us in a strong position to do the same in squash, with a new range of no-added sugar products that deliver added functionality, without any artificial colours or flavours. The packaging is also made from 100% recycled plastic, tapping into sustainability as another important factor in consumers’ buying decisions.
“Moving into squash is a natural progression is a natural progression for Capri-Sun, and with research having revealed a purchase intention of 74% among GB consumers, we’re confident it will be a success – especially as the rise in home-based consumption means squash is relevant to more people, more often.”
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