The packaging revamp is a result of 14% year-on-year growth of the Simply Fruity brand

The packaging revamp is a result of 14% year-on-year growth of the Simply Fruity brand

AG Barr has given its Simply Fruity children's drinks range a packaging revamp in the UK.

The juice line, which is available in blackcurrant & apple, orange, and apple & strawberry flavours, has been given a more "modern look", the soft drinks firm said late last week. The redesign will be accompanied by the launch of a website for the brand in March.

AG Barr said that it hopes the upgrade will help Simply Fruity build on its recent performance in the UK. On a moving annual total basis, sales to 1 October were up by 14%, he company said.

"The Simply brand is experiencing impressive momentum," said AG Barr's head of marketing, Adrian Troy. "In today's economic environment, shoppers are continuing to seek ‘value', which requires a balance of cost and quality."