Princes launches adult juice drinks range

29 Aug 2009

Princes is throwing its brand strength behind the ambient juice drinks category with the launch of a new four-strong range.

Made using 35% pure juice, the new drinks will leverage Princes’ position as the UK’s leading ambient juice brand to provide increased choice for consumers who want more adult-style refreshment.

The range, which hits stores this month, is helping to reposition juice as ‘not just for breakfast’. They have serving suggestions on pack to encourage consumers to try them as part of non-alcoholic cocktail, or to add ice and a squeeze of lime for a more sophisticated refreshment.

Princes new juice drink range includes four variants — apple & alphonso mango, apple, raspberry & pomegranate, pear & blackcurrant and apple & elderflower — all of which are available in 1 litre re-closable cartons.

The launch follows a strong year for Princes, which is now bought by 67% of UK households and has seen value sales increase 14% year on year.

Graham Breed, marketing director for Princes Soft Drinks, said: “Princes spotted a gap in the market for a range of juice-based adult soft drinks, and as we are one of the few brands showing year on year growth in the ambient juice category we are perfectly placed to fill it.

“By combining our brand strength with a high juice content and more exotic flavour combinations, we’re confident that we’ve created a range that will help drive further value into the category.”

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