Talking Retail Grocery and product news for independent retailers
The one-litre squash is available in Orange and Apple & Blackcurrant flavours and “contains no artificial colours, flavours or added sugar and is enhanced with vitamins”.
The Apple & Blackcurrant variant contains vitamins B1, B3, B5, B6 and Biotin, which “contribute to reduction of tiredness and fatigue, to the normal function of the immune and nervous systems, and to normal mental performance and psychological function”.
The Orange variant is also enhanced with vitamins B1, B3, B6 and Biotin, and contains Vitamin C “to support a healthy immune system”.
The launch of the range is supported by a £3m investment in the Capri-Sun brand, consisting of an advert running across TV, video-on-demand and social media platforms.
Simon Harrison, vice president for commercial development at brand owner CCEP, said: “Squash is a large and growing segment within soft drinks, and as well as accounting for 25% of drinks occasions among children, it appeals to adults too.
“Capri-Sun’s success in juice drinks is largely down to the way we have addressed potential barriers to purchase by reformulating our recipes, and by communicating the benefits of our products to shoppers.
“This puts us in a strong position to do the same in squash, with a new range of no added sugar products that deliver added functionality, without any artificial colours or flavours.
“Moving into squash is a natural progression for Capri-Sun, and with research having revealed a purchase intention of 74% among GB consumers, we are confident it is going to be a success – especially as the rise in home-based consumption occasions means Squash is relevant to more people, more often.”
