Appletiser is launching its first standalone brand in its 43-year history with the introduction of fruit blend brand Fruitiser to the UK next month.
It hopes the range, which comes in pomegranate & raspberry, mango & mandarin and apple & dragonfruit flavours and is being supported by a £1.6m campaign, will chalk up sales of at least £6m in its first year.
The move is part of its strategy to overtake Shloer and become a number two brand behind Britvic J2O in adult soft drinks.
Each line is forecast to achieve the same first-year success as Appletiser variant Peartiser, which was launched last April and has sales of almost £2m, according to Nielsen. Appletiser's overall sales were up 13% to £26m in the year to January, including retail, on-trade and foodservice. In retail alone, sales were up 24.8% to£9.8m [Nielsen 52 w/e 22 March]. J20's sales were up 8.4% to £46.7m and Shloer's were down 2.1% to £22.9m.
The launch marks the global debut of the new drink and the first mixed juice range introduced by the brand. While Peartiser and Grapetiser sit within its Tiser single-fruit offers, this is its first standalone sub-brand and would be a focus for innovation, said marketing manager Sally Marshall.
"There's only so far you can stretch single fruit," she said. "We're the only brand with a 100%-juice positioning. By targeting Fruitiser at the younger 18-30 market we're doing something unique. We're confident we can repeat the performance of Peartiser."
It also aims to move on usage from occasional to everyday with an "accessible and fun" positioning.
The press and sampling campaign will kick off in June with a second burst from September in magazines such as Glamour and Heat. Fruitiser is rolling out into Tesco and Sainsbury's now, with launches in Asda, Morrisons, Waitrose and cash & carries next month.
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