Robinsons competitor Jucee have a new 'No Added Sugar' offering

On 3^rd March 2014, Princess, the holding company for brands such as Flora, Branston and more poignant for us, Jucee, launched another Jucee flavour, Cherries & Berries. Cherries & Berries is the 10^th variant in the convenience sector range, which recently moved to a 1.5 litre price-marked pack format, meeting retailer and consumer needs. This is the first time that the Cherries & Berries flavour has been available in squash format for the convenience and independent grocery sector.

Looking to appeal to kids Jucee has introduced three child-friendly characters onto their pack design ‘Ozzie Orange’, ‘Archie Apple’, 'Suzy Strawberry' and ‘Charlie Cherry’. These characters are an attempt to communicate the brand values of great taste, value, and fun. They're also featured heavily in Jucee’s on-going sponsorship with Nickelodeon, which, in 2013, reached 54% of all children in the UK.

In accordance with Netmums advice for parents, the new packaging design sees the label ‘No Added Sugar’ front and centre. After researching it appears as if the issues surrounding sugar in kid’s drinks are hitting drinks brands hard. The table below shows us which Jucee products are stocked in which supermarkets. Providing a clearly visible example of what I’ve spoken about in some of my previous posts ‘A spoonful of sugar could make the sales go down’ and ‘Netmums on sugar’, sugar isn’t welcome anymore, demonstrated clearly by the lack of Jucee’s ‘Standard Squash’ (i.e. with added sugar) in any of the major supermarkets. Coinciding with this, their ‘No Added Sugar’ offerings are stoked in ASDA, TESCO and Morrisons.

At only £1.29 for a 1.5L bottle, cheaper than some competing products, could Jucee be a real threat to other brands in the squash territory? From what I’ve seen, no, no it won’t. Robinsons Apple & Blackcurrant Drink with No Added Sugar (1L) costs 7.4p per 100ml whereas Jucee’s Cherries & Berries (1.5L) comes in at 8.6p per 100ml. So there!