Coca-Cola Enterprises has unveiled plans to push its Minute Maid brand in the UK.

The company said on Friday (30 November) that it will introduce a GBP1.3m (US$2.7m) television campaign in the country, which is set to run until the end of the year.

The campaign, which will include television advertising using the catchphrase 'keeping well should be simple', will also be supported by outdoor and radio advertising and aims to target health-conscious consumers, the company said.

CCE's head of marketing Jason Hood said: "Many health and wellness brands are currently experiencing impressive growth in the off-trade, but mixed health messages have often confused consumers. The new Minute Maid range aims to make the purchase decision easier for consumers by offering these simple, healthy juice drinks to shoppers."

Earlier this year, CCE relaunched Minute Maid in the UK, with upgraded packaging and additional variants. The new range includes Minute Maid Nutri Top Up, retailing at GBP1.62 per 1-litre carton, which is available in three flavours - Citrus Blend, Apple & Berries and Tropical. Minute Maid Specific Benefits Cell Defence and Minute Maid Specific Benefits Digestive Wellbeing both retail at GBP2.29 per 1-litre carton.