Premium continental fruit juice producer, Eckes-Granini Group, is launching a new boutique chilled orange juice range under its international flagship brand, Granini.
Aimed primarily at affluent foodie consumers, Granini Freshly Squeezed is the brand’s most premium offer yet, made with specialist orange varieties, freshly squeezed and bottled immediately, as they naturally reach their peak season throughout the year.
Granini Freshly Squeezed is set to take and own the currently unoccupied ‘super-premium’ brand space within the chilled juice cabinet, offering more discerning consumers a fresher, superior-tasting branded alternative to more mass market, everyday brands.
Steve Wheatley, Managing Director, Eckes-Granini UK, said: “The chilled juice market is currently dominated by heavily promoted mass-market brands and me-too offers, with little differentiation, other than cheaper price points.
“This sector needs a top-tier, super premium brand to revitalise and bring incremental value back into the category, as we have seen in other price-dominated sectors, such as breakfast cereal and crisps.”
Granini Freshly Squeezed is made with 100% pure fruit. Each orange is squeezed fresh from fruit to bottle, following a light pasteurisation process, to ensure that the juice has a ‘just squeezed’ fresh taste.
New 750ml Granini Freshly Squeezed product range: Freshly Squeezed Oranges; Freshly Squeezed Oranges with Crushed Strawberries; Freshly Squeezed Oranges with Crushed Mango and Pineapple and Freshly Squeezed Oranges with Pink Grapefruit.
Granini Freshly Squeezed 250ml is available in: Freshly Squeezed Oranges and Freshly Squeezed Oranges with Crushed Strawberries.
Source: Eckes-Granini UK
