Innocent drinks have launched their new range of orange juice with both varieties, smooth and with bits, now appearing in a new pack design, 330ml carafettes supplied by Graham Packaging Plastics.
Thomas Delabriere, marketing director at innocent says: “ Our new juice carafes were launched in February on the back of the success and growth that innocent has enjoyed over the past year. We believe there is a real opportunity for incremental growth in the NFC juice category, which has been demonstrated by the huge success of our juices so far. We are excited to be able to provide new and existing customers with an ‘on the go’ option for our NFC and delicious tasting juice.”
After the incredible success of the carafes in the grocery sector, innocent decided to launch a format specifically for the ‘on the go’ market sector. The iconic design of the new 330ml carafettes means that they will really stand out on shelf and will reinvigorate the one-shot juice category.
innocent drinks came up with the idea for the 330ml carafette and worked closely with Graham Packaging to develop a bottle that mirrored the original large carafe for shelf appeal, and it had to be fully recyclable. As Graham Packaging has a secure supply of PCR material they were able to include 35 per cent rPET in the new bottle as requested by innocent. The final result of the stunning design is a bottle that looks like the original carafes only smaller.
The launch of the new juices is being supported with a heavy ATL campaign and promotional in-store activity.
