Orangina has been given a £4m reboot in an attempt to define a new sector in the soft drinks category.
The sparkling orange flavoured soft drink was established in 1936, but Lucozade Ribena Suntory added the brand to its portfolio last July to tap into the premium adult soft drink market.
Jamie Nascimento, Orangina marketing manager at Lucozade Ribena Suntory, said: “The soft drink category is cluttered, but we’re defining a new category. Our aim is to fill the gap in the premium soft drink sector. Our product is premium, but not unattainable and consumers can have it every day if they want to – hence our audience is 13m wide.”
To cater for the health conscious consumer, retailers are encouraged to stock Orangina Light alongside classic Orangina. Both are made with 12% juice and 2% pulp, but the no added sugar version is six calories per 100ml compared to the original’s 42 calories per 100 ml.
“The light version was a big surprise,” Nascimento added. “Customers were incredibly pleased with the drink in the taste tests.”
The brand will still keep its bulb-shaped, orange peel affect bottle but in plastic, rather than the traditional glass, for customer convenience. The new logo has been modernised, but promotes its heritage by reminding consumers it has been “sparkling since 1936.” RRP £1.20.
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