Sunny Delight Beverages Company (SDBC) is to introduce a range of fruit based drinks for the chiller cabinet. The first, aimed at children, is a 100% pure juice featuring added vitamins and omega-3 with no artificial flavours, colourings, or preservatives.

This new portfolio is what SDBC describes as the "reinvention" of the Sunny D brand. "Our future lies clearly with innovation," said Paul Nichols, commercial manager.

The company has set up its own Parents Advisory Group. In response to the group's feedback, sugar content has been reduced by 25% and new labelling offers nutritional guidelines.

A GBP5m investment in consumer and trade marketing supports the launch.