Daniels Group is going head to head with Tropicana in the premium juice market with the twin launches of New Covent Garden Juice and JU - a new functional brand.
The five-strong NCG range marks the brand's first foray into the juice sector and is now being rolled out at Waitrose as a super-premium offering. Flavours include orange, apple & mango and apple & raspberry (rsp £1.69 to £1.99 per 750ml).
Five years ago, NCG launched a smoothies range but it was pulled after 18 months as Daniels focused on its other soft drink brand, Johnsons Juice. Daniels marketing manager Andrew Ovens admitted Johnsons Juice had "struggled to establish itself in the retail sector, with 90% of its sales coming through the food service channel" but predicted New Covent Garden Juice would fare better.
"[Our] strong reputation for fresh and natural credentials provides the ideal platform for the new range to crack the crowded retail juice market," he said.
Daniels also hopes to grab a share of the 'beauty from within' sector with the launch of JU - a three-strong range of functional juice drinks with "appearance-enhancing ingredients" such as aloe vera, wheat germ and goji berry.
Each 250ml drink (rsp £1.99) makes a specific beauty claim - hair shine, skin glow and nail strong.
But industry experts cast doubt on the new brand's prospects. "Consumers are waking up to the fact that exercise, a healthy diet and plenty of water are about as good as it gets if you want the 'body beautiful'," said Don Williams of brand consultancy Pi Global.
The five-strong NCG range marks the brand's first foray into the juice sector and is now being rolled out at Waitrose as a super-premium offering. Flavours include orange, apple & mango and apple & raspberry (rsp £1.69 to £1.99 per 750ml).
Five years ago, NCG launched a smoothies range but it was pulled after 18 months as Daniels focused on its other soft drink brand, Johnsons Juice. Daniels marketing manager Andrew Ovens admitted Johnsons Juice had "struggled to establish itself in the retail sector, with 90% of its sales coming through the food service channel" but predicted New Covent Garden Juice would fare better.
"[Our] strong reputation for fresh and natural credentials provides the ideal platform for the new range to crack the crowded retail juice market," he said.
Daniels also hopes to grab a share of the 'beauty from within' sector with the launch of JU - a three-strong range of functional juice drinks with "appearance-enhancing ingredients" such as aloe vera, wheat germ and goji berry.
Each 250ml drink (rsp £1.99) makes a specific beauty claim - hair shine, skin glow and nail strong.
But industry experts cast doubt on the new brand's prospects. "Consumers are waking up to the fact that exercise, a healthy diet and plenty of water are about as good as it gets if you want the 'body beautiful'," said Don Williams of brand consultancy Pi Global.
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