Del Monte battles own-label with £2m overhaul

Del Monte is taking the fight to own-label fruit juices with a £2m packaging redesign.

Created by Combifit, the pack format will hit shelves next month.

The redesigned juice containers are taller than the standard one-litre Tetra Pak cartons used by most of its rivals.

Del Monte has a 12% share of the ambient juice market, according to ACNielsen.

Own-label accounts for 80%.

The brand's Pure Blends and World Fruits ranges will receive the revamp, which will be supported by an above-the-line campaign.

National television ads by Euro RSCG London will break at the end of June and run throughout the summer, backed by an on-pack promotion and sampling programme for the overhauled ranges.

The Pure Juice range was supported last year by a provocative poster campaign, as Del Monte tried to encourage younger drinkers to buy the brand. Euro RSCG created the posters, which featured oranges in the shape of a bottom wearing a thong and the strapline 'Squeezed in Brazil'.

In June the juice brand repackaged Fruitini to reposition the fruit snack range as a primary-school lunchbox snack. This was backed by a £1m advertising campaign in February, also by Euro RSCG.

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