Raw fresh melon juice brand Mello has been revamped to coincide with its roll out into Waitrose and Booths this week.
The updated range, rolling into 218 Waitrose and 19 Booths stores now, features a new “clean, bold and vibrant” label designed to communicate the brand’s premium credentials, with a stronger emphasis on the fruits used in the drinks.
Securing a listing with Waitrose was “an important part” of the brand’s growth strategy, said Mello founder Rose Aldean, adding that the rebrand would help the brand claim a bigger share of the “expanding juice category”.
“We see the retailer as the perfect premium partner”, she said.
Launched last August, Mello comprises two variants - watermelon and Cantaloupe - which are produced using high-pressure processing (HPP) and have no added sugar, sweeteners, water or preservatives (rsp: £2.80/250ml). A larger 750ml bottle had been developed for Booths for a take-home format, said Aldean.
Alongside the new listings, the brand is stocked at Whole Foods Market, Planet Organic, As Nature Intended, Ocado and other independent retailers.
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