Product Launch - UK: Multiple Marketing's Sunmagic Lightly Sparkling Juice Drinks
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Multiple Marketing's Sunmagic Lightly Sparkling Juice Drinks
Category - Soft drinks, sparkling
Available - From May
Location - UK, nation-wide, all channels
Price - SRP of GBP0.79 (US$1.30) per 50cl bottle
Distribution - Multiple Marketing
UK soft drinks maker Multiple Marketing has launched a lightly sparkling version of its Sunmagic juice brand.
The variant will be available in two flavours - apple & cranberry, and peach & melon - in 50cl PET bottles with a sports cap, Multiple Marketing said today (26 March). The company said it has more plans to build the Sunmagic brand for this year following a GBP1m marketing campaign last year.
Razin Ali, Sunmagic brand manager, said: “Sunmagic Lightly Sparkling Juice Drinks are, we believe, the first lightly sparkling drinks with a sports cap to hit the UK market and follow both trade and consumer demand for a lightly sparkling drink which is easy to drink on-the-go.”
Sunmagic, the 100% pure fruit juice, smoothie and juice drink brand, is bringing a new lightly sparkling juice drink to market, which is the UK’s first drink of its sort with a sports cap.
Sunmagic Lightly Sparkling Juice Drinks will be available to all channels of the trade from May and come in two variants: Apple & Cranberry, and Peach & Melon. The drinks are made with 63% natural mineral water and also contain 30% juice, an exceptionally high juice content versus the rest of the juice drink market. Both products are packaged in 500ml PET bottles with a sports cap specially engineered for lightly sparkling products, which allows for easy drinking on-the-go.
The drinks are available in 6 x 500ml packs and have an RRP of 79p per bottle. The dynamic label includes imagery of bubbles, with each bubble listing the products’ key features, for example that they contain 30% juice, are free from preservatives and that they are lightly sparkling.
Razin Ali, Sunmagic brand manager, says: “We are delighted to be launching our two new innovative lightly sparkling juice drinks in time for spring and summer drinking occasions. The drinks are made with 63% natural mineral water and also contain 30% juice, so will appeal to consumers looking for a healthy option to quench the thirst. The new products are also likely to appeal to people who drink sparkling water but are looking for something a little different.
“Sunmagic Lightly Sparkling Juice Drinks are, we believe, the first lightly sparkling drinks with a sports cap to hit the UK market and follow both trade and consumer demand for a lightly sparkling drink which is easy to drink on-the-go. Apple & Cranberry is a classic combination, and Peach & Melon is a trending flavour, so both products are likely to be extremely popular with consumers.
“The launch of Sunmagic Lightly Sparkling Juice Drinks is our first piece of activity this year, and we have all sorts of exciting plans to build the brand further in 2014, the next piece of which will be announced later in the spring or early summer. We will continue to invest in above and below the line campaigns, after a highly successful year last year, which resulted in our record year of sales.”
Sunmagic has recently won new listings with Ocado, WHSmith High Street and Travel, Hancock’s and B&M Retail. The brand is now one of the most widely distributed 100% pure fruit juice, 100% pure fruit smoothie and juice drink brands in the UK, with a current retail sales value of £24m. The company has 11 one-litre flavours available to all trade channels as well as 15 500ml variants, including the two new sports-cap flavours which will be launched in May.
Original source: Company Release
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