Smoothie range tries new look

The Serious Food Company has enlisted creative retail marketing agency Live and Breathe to design the carton for its relaunched Sunjuice range of smoothies and juices available in branches of Netto.

Selling below premium price points the drinks are positioned as an affordable, but quality alternative to premium priced juice and smoothie ranges and designed for mass market appeal.

The Serious Food Group has over 18 years' experience of producing juices for most of the major multiples' own-label brands as well as under its own portfolio of brands - one being the Sunjuice brand.

TSFC was the first company to produce smoothies in the UK market.

Live and Breathe secured the business after a three-way pitch and delivered strategy and creative in record time.

It was briefed to design a style of packaging to build a "personality" and story for the Sunjuice brand as well as communicate the nutritional benefits and characteristics of each of the variants in the range.

A range of packaging styles and designs were presented and the chosen design creates a colourful and intriguing effect allowing the fruits in each range to take a "hero" role.

The fruits are cut and displayed in different shapes and patterns to catch the eye on shelf and stimulate interest.

"The packaging was a real hit internally in the business, with the Netto buying team and looks set to appeal to customers of Netto too; we also agreed that had we been given six months to look at this, we couldn't have done any better", commented Vicki Chislett, Brand Manager, referring to the fact that the agency had just two weeks to turn round design, copy and artwork.

Importantly, the simplicity of the design ensures that the brand proposition is clear and provides the potential for it to be extendable to other fruit-based products in the future.

The relaunched range comprises: Pure Fruit Juices - Smooth Orange, Apple; and Pure Fruit Smoothies - Orange and Mango, Strawberry and Apple.

All are available in one litre Italpack cartons.

Stuart Mitchell, Live and Breathe Chief Executive, commented: "This was a challenging brief requiring a skilful marrying together of potentially diverse product attributes and emotions; aspirational yet accessible don't necessarily make for natural bedfellows but I feel we have got the balance just right using a natural, fresh, humorous style and approach".

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