Ocean Spray®, the world’s leading cranberry juices, juice drinks and dried cranberries brand, which is currently experiencing brand growth of +13.2% in the UK*, is launching an exciting innovation for summer 2021: Sparkling Pink Cranberry, a natural, cranberry-based carbonated juice drink with added vitamin C which is low in calories and low in sugar, aimed at bringing healthier choices to the on-the-go fixture and sales benefits for retailers.
Launching in May 2021 with a core campaign message ‘Bubbles with Benefits’, the new natural sparkling drink is arriving into retail at a time when making healthier diet choices is at an all-time high, lockdown restrictions are lifting, more consumers are getting out and about and, as a result, are looking to make impulse purchases from front of store for consuming on-the-go.
The perfect fusion of pink, red and white cranberries giving the product its colour and its name, Ocean Spray® Sparkling Pink (330ml, £1.29) is designed to meet the lifestyle and wellness needs of those health conscious women aged 35-54 who are currently underserved in on-the-go when it comes to healthy carbonated soft drink choices. The new sparkling drink delivers a light and refreshing taste and with all the natural health qualities of a red cranberry.
Initially available through independent stores, Pink – which is benefitting from £0.5 million of marketing support – will then roll out into major multiples as well as a variety of on-the-go format retailers.
Commenting on the innovative launch, 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** 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 Sparkling Pink, the new healthier carbonated juice drink, is made from concentrated cranberry juice, contains only natural ingredients and is completely free from artificial colours, flavourings and preservatives. Its authenticity comes from the fact that 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.
*Source: IRI, Total Soft Drinks – 52 w/e Data to 27 Jan 2021
**Source: YouGov Brand Tracking Study – Oct 2020