The new Ocean Spray Blueberry

The new Ocean Spray Blueberry

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Coca-Cola Enterprises has lined up new drinks launches for partners Ocean Spray and Monster Energy in the UK and has said it is "business as usual" in 2010, following news that its North American operations are to be acquired by soft drinks giant The Coca-Cola Co.

A raft of new products and marketing campaigns around the bottler's partnership deals with Ocean Spray and energy drinks brand Monster are being planned, Coca-Cola Enterprises (CCE) said at an event in London on Friday (26 February).

CCE became the official distributor of Ocean Spray on 16 February 2010 and the pair have lined up a relaunch of the Ocean Spray range from 1 March, with the addition of a Blueberry version.

The addition of the Ocean Spray brand to the CCE portfolio is designed to expand the bottler’s offering into chilled and ambient juice drinks, a category which CCE said it is keen to grow in.

The relaunch will include one-litre packs with a  “refreshed” and “more premium” look. The packaging is taller and slimmer, with a new screw top cap and the firm said it is now taking the target focus away from the “older” generation to a more “family” focus.

Ocean Spray Blueberry will also be available in one-litre cartons in both chilled and ambient formats, with the addition of a Light variant.

Advertising spend for the brand has doubled to GBP7m (US$10.6m), which will include a TV and PR launch from April with the tagline “Good Taste from a Good Place”.

Caroline Philiponnet-Bethell, brand development controller for CCE, said the relaunch additional variant is being made in a bid to “revive” the ambient and chilled large juice sectors.

In addition, CCE’s partnership with Hansen Natural’s Monster Energy drink brand will see the launch of two new variants in 2010.

Monster Khaos is an orange-flavoured energy drink containing, the firm says, 50% fruit juice, providing the same functional benefits as the Original variant. It will be available from the beginning of March.

Monster Shots - a new proposition for the firm - will be available in a slightly larger format of a 90ml pack size.

Also launching 1 March, RRP is between GBP1.69-GBP1.99.

CCE has a EUR25m (US$34m) European investment planned for the Monster brand in 2010, which will include national sampling and sponsorship of music festivals and sports events.

Stuart Agates, head of energy at CCE, said there is room for further innovation in the energy sector.

“There is a functional need for energy shots in the UK market. The energy shots category is very much in its infancy. If it replicates the growth seen in the US, there is potential to gain a retail sales value of GBP24m by the end of 2010,” he said.