GlaxoSmithKline is re-launching its healthy juice brand.
The re-launch of Plenty, GSK’s healthy juice brand occurs less than a year after it was initially withdrawn from the market. For the new launch GSK will target an increasing consumer desire for health benefits. However, the proliferation of drinks already attempting to capitalize on this trend mean that Plenty still has a limited chance of success.
GSK’s Plenty will be re-launched on May 12, retailing only in Tesco Metro stores. Distribution will extend to other leading supermarket chains in the summer. The product, a 100% not-from-concentrate pure fresh juice, will be packaged in 750ml sized bottles and made available in two variants, Essential C and Essential Energy, both of which will retail for around £2.
History is not on GSK’s side. In 1999, the company attempted to enter the smoothie market using its well-established Ribena brand, only for the product to be withdrawn in 2000. Last year, the Plenty juice drinks range was scrapped after only six months despite prior claims by GSK’s Nutritional Healthcare arm that the brand was signifying ‘the creation of a new super-juice category’. However, GSK has remained optimistic and hopes the launch will lead to a new fresh juice sub-category as well as boosting the fresh juice market as a whole.
The re-launch marks a slight repositioning of the brand from last year. Not only has the pack size and naming of the sub-brands changed, but the overall positioning is now more mainstream. This is indicated by the planning of more point of purchase promotions and adverts in retail magazines, to accompany the limited samplings and leaflets traditionally associated with new drink launches.
Plenty will face stiff competition. The energizing variant faces indirect competition from a saturated energy drinks market, while Essential C will be competing directly with established brands such as Innocent and Ocean Spray. Furthermore, supermarket own-label products are adding further competition to the juice category.
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The future success of Plenty will rest on its ability to promote its associated natural health benefits to consumers. Perceived health benefits are the most relevant and important belief impacting European food and drink purchases. However, numerous drinks manufacturers are beginning to realise this, suggesting that Plenty may not have enough to prevent a similar scenario to last year occurring again. At the very least, plenty of hurdles lie ahead.
Related research: Datamonitor, “Food and Drinks Beliefs” (DMCM0409)
