Tutti frutti

Sqeez is releasing a limited edition design for its Pure Pineapple juice this summer

With the juice category registering a –5.6% decline, it may appear to have lost some fizz; but fortunately the performance of individual brands tells a juicier tale

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Brand Central

At a glance: fruit juice

• Sqeez is the number one branded juice in the ambient juice category
• The still and juice drinks sector recorded 1.6% volume growth in 2008, while value sales rose nearly 2% to reach €106 million
• Not from chilled juice (NFC) witnessed 2% volume increases as a category in 2008
• The juice category overall is currently in decline at -5.6%
• Fruice is currently growing at +6.9%
• The Fruice Orange 1L pack is ranked as the number one growth SKU within the convenience sector (Source: Neilson 52 W/E 18 APR 10)
• Tropicana is the number one chilled juice brand and number one not from concentrate (NFC) brand in Ireland and currently has a 32.2% value share MAT
• Copella Juice is Ireland’s number three chilled juice brand and number one apple juice brand with a 42.3% value share MAT of the chilled apple juice category

While value is unarguably increasingly important for consumers within the fruit juice category, health remains an essential focus. According to Julian Smith of Bord Bia’s Strategic Information Services, one-third of the Irish population is “health conscious” meaning they “exhibit a keen interest in ‘health and wellbeing’ and act on it.”

What’s more, while the overall soft drinks market has declined, a Beverage Council of Ireland (BCI) report published last year, showed the still and juice drinks sector  actually recorded 1.6% volume growth in 2008, while value sales rose nearly 2% to reach €106 million. The not from chilled (NFC) category also witnessed 2% volume increases – supporting the view that even in the current climate, premium can prevail. That said, Neilson statistics from April this year show the overall juice category is in decline at –5.6%. Nevertheless, individual brands have managed to achieve impressive performances by concentrating on new innovation and marketing.

Sqeez-ing more sales

Sqeez is the number one branded juice in the ambient juice category. The extensive range has been a firm favourite with consumers for nearly 30 years and is proud to be part of the Love Irish Food initiative.

The brand attributes its ongoing success to a number of factors including continued commitment to quality, investment in marketing and its emphasis on new product innovation.

This summer Sqeez will be releasing a limited edition design for the Pure Pineapple juice variant. It is positioned as an ideal refreshing summer drink, a versatile mixer or a base ingredient for sumptuous summer cocktails.

For further information on Sqeez or the limited edition pack, please log on to www.sqeez.ie or find the brand on facebook/Sqeez

Sqeez believes there is still plenty more to come from the biggest Irish-made juice brand, and therefore advises retailers to keep a look out for further innovation and new product development throughout the year.

Juice so smooth

Fruice is the premium fruit juice range owned by Coca-Cola Hellenic Ireland. First launched in Northern Ireland in 2001 the brand has been going from strength to strength ever since.

The core range comprises of 100% orange, apple and a cranberry juice drink and is available in a variety of take home and on-the-go packs.

Despite the juice category being in decline at -5.6% fruice continues to perform ahead of the market at +6.9%, with the Fruice Orange 1L pack ranked as the number one growth SKU within the convenience sector (Source: Neilson 52 W/E 18 APR 10).

As consumer tastes have changed over the years, so too has the Fruice range, keeping the brand at the forefront of innovation. For kids, Fruice Juicy is a pop-top juice in a quirky 250ml PET bottle, available in two flavours which children will love. It is the only juice of its kind with the ‘one of five’ recommended daily allowance (RDA) of fruit and vegetables and has been approved by the Northern Ireland Education board for sale in schools. Furthermore, in April 2010, Fruice launched a dilutable juice range called ‘Fruice Dilute’. The range is the first branded double strength dilutable juice in a 750ml PET bottle and is available in three no added sugar variants (Orange, Blackcurrant & Orange & Pineapple.)

Fruice is regularly supported by way of promotional activity which makes it an extremely competitive choice, giving added value while helping consumers to maintain a healthy and balanced diet through the inclusion of 100% fruit juice in the weekly shop. Above-the-line (ABL) and below-the-line (BTL) advertising activity will run throughout the summer months, reminding consumers Fruice is the healthy drink you can drink anytime and Fruice is so smooth, it goes with everything.

Tropical tastes

Tropicana is the number one chilled juice brand and number one not from concentrate (NFC) brand in Ireland and currently has a 32.2% value share MAT. Meanwhile, Copella Juice is Ireland’s number three chilled juice brand and number one apple juice brand with a 42.3% value share MAT of the chilled apple juice category.

Tropicana continues to innovate and deliver value to Irish consumers through the introduction of the new “Value Pack” 1.5L NFC Orange Juice SKUs and Family Size 2L NFC Orange Juice SKUs.

Innovative flavours continue to provide excellent growth for the NFC category as Irish consumers discover new taste combinations outside of pure orange NFC; flavours now make up 43% of value sales in the chilled juice category.

Tropicana is driving this trend with the recent launch of New Tropicana Pure Premium Flavours – Pineapple & Passionfruit, Mango, Peach & Papaya, Orange & Passionfruit, Orange & Lime, and Orange & Watermelon.

Naturally sweet

Irish healthfood company Kelkin has just re-launched its entire juice range in handy new PET bottles. The two not from concentrate lines, Orange and Apple, are available in both 1L and convenient 330ml bottles. The range also consists of a new Cranberry Juice with 25% cranberry juice and no added sugar, which is a unique selling point on the market. Kelkin’s new Cranberry Juice is sweetened with grape juice instead of adding sugar, making it a much healthier alternative as people strive to reduce refined sugars in their diets. Also revamped is the Kelkin Multivitamin Drink which, like the Orange Juice, is rich in vitamin C and also has 10 other vitamins including vitamins A, E, B1, B2, B12 and folic acid among others. The new range is now available to order at the Kelkin sales office on 01 4600400. 

Game, set and match for Robinsons at Wimbledon

To mark the 75th anniversary of its Wimbledon sponsorship this year, Robinsons asked tennis fans to reveal their ‘Top 10 most memorable Wimbledon moments.’ 

Not surprisingly, the survey served up some classic results:

1.   When McEnroe was just a youngster and said “You cannot be serious” to the umpire
2.   When it rained and Cliff Richard sang to the crowd
3.   When McEnroe and Borg played a never-ending tie-break, but Borg won the match
4.   When Virginia Wade won the women’s title
5.   When Tim Henman first reached the semi-finals
6.   When Federer won Wimbledon and his 15th grand slam title beat Sampras’ record
7.   When Nadal won, beating Federer, and climbed through the stands to hug his family and then shake hands with the Spanish crown Prince
8.   When Boris Becker at just 17, became the first unseeded player to win
9.   When Venus Williams played Serena Williams for the first time and when wildcard Goran Ivanisevic won the men’s title beating Pat Rafter and knocking Tim Henman out on the way
10. The year Pat Cash won against world number one Ivan Lendl and broke tradition by climbing up the grandstand to enjoy the win with his family

For 75 years Robinsons has been an integral part of the Wimbledon tradition. In fact, it was at Wimbledon that Robinson’s was first invented in the 1930s. Mr E. Smedley-Hodgson, a steward attending one of the players on Centre Court, found the revitalising mix of Robinsons patent barley water, lemon juice, sugar and ice to be just what was required on another blazing hot day in June  – with Robinsons being present at the Championship ever since.

As a nod to Wimbledon nostalgia and to celebrate the 75th anniversary, Robinsons has introduced a special retro style Barley Water Wimbledon bottle. 

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