Pomegreat is introducing new packaging and a new blend to its pomegranate juice range in the UK.

Pomegreat & Ruby Orange is being launched this month in a bid to tap into the "increasing demand for adult juice drinks", the brand's owner, RJA Foods, said today (8 July).

Rob Sutton, marketing director of Pomegreat said: "Whilst the British palate has become more exotic, orange juice still remains a core family breakfast staple. By launching an accessible new variant we hope to encourage trial with our current buyers and add incremental growth which will drive the pomegranate juice category forward by attracting new consumers to the market."

The Pomegreat ambient range now includes five variants - Pomegreat Original, Pomegreat & Blueberry, Pomegreat & Raspberry, Pomegreat & Ruby Orange and Pomegreat & Acai. A one litre carton has an RRP of GBP1.49 (US$2.93).

"The lively, refreshed packaging will help to increase shelf stand out, whilst communicating the added health benefits of the juice and the natural fruit sugars and flavours that it contains," Sutton added.