UK: CCE in product and promo frenzy

Coca-Cola Enterprises has unveiled a slew of new products and promotions in the UK.

At a trade briefing in London today (12 May), the company announced details of new packaging for Coke and Schweppes, World Cup-related promotions and an addition to the Capri-Sun portfolio.

CCE will launch a multi-pack of mini PET bottles of Coke and Diet Coke, as well as a 'Fridgepack' multi-pack for Coke, Diet Coke and Caffeine-Free Diet Coke, designed to fit in the fridge. The mini bottle multi-packs, containing 8 bottles will be available from this month and will be complemented by limited edition football-shaped bottles in single 250ml sizes and multi-packs of four. The fridgepacks will contain 10 330ml cans.

CCE will also leap on the FIFA World Cup bandwagon, by launching an on-pack ticket promotion next month, offering a pair of tickets every day to a consumer who sends in a photo showing how much they love the World Cup. The promotion will appear across all of the Coke and Diet Coke ranges.

On the mixer front, CCE will release Schweppes' Summer Punch Lemonade this summer. The drink is described as a non-alcoholic Pimms and Lemonade. In August, the company will also launch Schweppes' Tonic with Pomegranate in one-litre bottles. Across the entire Schweppes and Canada Dry range, meanwhile, the company unveiled a new one-litre proprietary bottle, which includes a newly-designed cap which doubles as a spirits measure.

The company also announced an extension to its Capri-Sun juice pouch range. From August, the brand will include orange and apple flavours of Capri-Sun 100% Juice. The new drink is made from concentrate, and is free from sugar, sweeteners, additives and preservatives.

Finally, CCE launched a 'Try Me Free' offer on its Minute Maid Froot Refresh range. The money back guarantee will run for six weeks from August and will be backed by an outdoor media campaign. The brand has apple & mango, orange & passionfruit and red grape & raspberry flavours and makes up one of the recommended five-a-day fruit and vegetable portions.

Kieran Hemsworth, CCE's operational marketing director, said: "It is vital that we understand which consumer wants become more important in the future and relate our activities accordingly."