Berri to take juice and drinks 24/7 with launch of Berri Creations

Posted by Josette Dunn on 3rd September 2010

Berri Juice – Australia’s number one juice brand – has launched Berri Creations, a light, everyday fruit drinks range.

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Designed specifically for the ‘on-the-go’ consumer, Berri Creations is available in four combinations – Apple Cranberry & Lime, Pineapple Passionfruit, Apple Pine & Lime and Citrus Fruits.

With stand out packaging, Berri Creations fills the gap that currently exists between iced teas and juice in the petrol and convenience market.

Whilst Louey expects Berri Creations to have broad appeal, the new range of fruit drinks will be aimed predominantly at 18-24 year old consumers, or ‘Gen Y’. This is different to the traditional juice consumer, who is usually older and buys juice for its health benefits.

“Gen Y consume a high percentage of total beverages throughout the day, however we have discovered they don’t consume much juice outside the breakfast period. We think this is a huge opportunity for Berri and believe Berri Creations, will offer Gen Y a perfect alternative to juice” said Louey.

One of the biggest product launches undertaken by National Foods in recent history, Berri Creations will launch with a massive $2.5m media campaign kicking off in September that features artwork from an internationally renowned illustrator and an interactive national consumer promotion.

“This is the most significant launch for Berri in years. We’re investing heavily in a brand we think will have enormous appeal to our target consumer and provide a win-win opportunity for Berri and our customers,” said Louey.

Berri Creations are available nationally at around $2.99 RRP.