Coca-Cola gets to grips with packaging

14 March, 2008
Page 34 
Coca-Cola Enterprises is to introduce an easy-to-hold 'grip" packaging design across all its 500ml PET bottles of leading soft drinks brands - Coca-Cola, Diet Coke and Coke Zero.
The launch of the grip bottle marks the first significant change to the 500ml contour bottle design in 23 years. Steve Fry, marketing controller at Coca-Cola Enterprises says: "Extensive consumer tests have revealed the grip bottle is in great demand, with 83% of consumers tested preferring the new bottle. The bottle will be rolled out in the UK throughout 2008, supported by a £300k marketing campaign, which includes major outdoor advertising and POS material."Britvic Soft Drinks has introduced a new flavour to its J20 range, to capitalise on consumers' increasing demand for premium drinks and the growing popularity of superfruit flavours - in particular, blueberry.The new flavour, Apple & Blueberry, will be available in the take-home sector from April 2008. The Apple & Blueberry flavour will replace Orange & Cranberry flavour.Andrew Richards, sales director at Britvic, says: "Premium soft drinks have grown significantly over the last few years. The introduction of the new Apple & Blueberry flavour will ensure J20 continues to cater for a range of consumer tastes and social occasions, driving overall purchase frequency and boosting the appeal of the core range."The launch is being supported by POS with the tagline 'Not the usual' to prompt consumers to consider the new flavour. Sussex-based firm Southover Food Company has added Fruit Hit Long Life Smoothies from the Natural Beverage Company to its product lines.The Fruit Hit range is made from 100% real fruit, with no added sugar or artificial additives. The range includes Mango & Orange, Pineapple & Passionfruit and Black & Blueberry varieties and is available from Southover in 6 x 300ml servings. The range uses aseptic packaging, which means a longer shelf-life without the need for preservatives, says the firm.Southover has also launched a range of functional drinks under the label Before the Fall. Each contains a balanced selection of vitamins and minerals, designed to increase and maintain energy levels. The range includes: Restore, a combination of elderflower pressé and ginseng; Detox, comprising green tea and fresh lemon juice; and Anti-ox, containing pomegranates. Each drink is available in cases of 12 x 375ml bottles.



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