The UK-based consumer goods giant GlaxoSmithKline is entering the fresh juice market with the launch in May of Plenty, a 100% not-from-concentrate pure fresh juice which will be marketed as having natural health benefits.
Giles Lester, category manager, GlaxoSmithKline, said: “The fresh juice market is currently performing very well, in double digit volume growth. We anticipate that the introduction of Plenty will lead to the development of a new fresh juice sub-category – fresh juice with natural health benefits – and an incremental uplift in total category sales.
“Research shows that 92% of consumers prefer to get their nutrients from a natural source rather than artificial supplements*, Plenty looks set to boost category growth in the fresh juice sector. We have also ascertained, by looking at the US market – where juice brands offering health benefits are performing well – that there is a huge untapped opportunity in this area in the UK.”
The company said that the drink had trialled well in nine months of testing in over 100 stores last year, where the brand achieved 30% of the fresh juice category during a four-week period.
“We expect the sales to be significantly greater than the test due to the focussed in-store support we are giving the brand,” said Lester.
Promotional activity for the brand will include in-store sampling, trial-driving promotions and educational material which will be sited at the point of purchase. There will also be ads in retailer magazines.
The product will be available in 750ml PET bottles in two variants, Essential C (RSP £1.99) and Essential Energy (RSP £2.19), providing natural combinations of 100% pure not-from-concentrate juices.