Field Marketing set to help push Volvic’s Berry Medley new SKU launch
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Volvic Juiced has pushed forward the launch of its new Berry Medley flavour and larger, 1.5l formats to meet unprecedented demand for the new drink.
Since Volvic Juiced was launched in March 2012, its flagship flavours Orchard Apple and Cloudy Lemon accounted for 10% of all soft drink sales growth in the UK (Source: Nielsen Scantrack 21.07.12).
Volvic Juiced targets the gap in the soft drinks market for beverages that contain all the flavour of fruit juice, but are more refreshing and easy to drink. The September 2012 launch of Volvic Juiced Berry Medley will enable the Juiced family to reach up to 65% of UK consumers (Source: SPA Future Thinking: Volvic Juiced Product Test, TURF flavour analysis, April 2011).
Volvic Juiced Berry Medley combines strawberry, raspberry and blackcurrant juice with Volvic Natural Mineral Water. It will be available in 50cl and 1.5l bottles, and this month Volvic will also launch new 1.5l formats for its original Juicy flavours, Orchard Apple and Cloudy Lemon.
Adam Grant, managing director of Danone Waters (UK & Ireland) Ltd, said:
“Volvic Juiced has been the soft drink success story of the summer. It is a natural next step for us to accelerate the launch of our third flavour, Berry Medley, and also to offer larger formats which will appeal to the large demographic of our consumers who like to drink Volvic Juiced at home.”
The September launch will be supported by in-store promotions across the UK as well as strong promotional pushes at the route to market level for wholesalers. Volvic has also planned a strategic in-store marketing campaign using thousands of shelf units, barkers and wobblers to draw attention to the drink.
