Ocean Spray is set for a major relaunch that will include its first foray into smoothies, a raft of NPD in the snacking and impulse juice sectors and new packaging across the portfolio.

A three-strong range of smoothies, in cranberry, cranberry & blackcurrant and cranberry & raspberry, hits shelves this month.

Ocean Spray predicted the range, which is made from real fruit and comes in one-litre cartons priced £2.99, would generate sales of £3m in its first year.

Unlike Innocent, PJ's and Tropicana smoothies, Ocean Spray's were targeted at affluent health-conscious 45-plus females, said Jonathan Duffin, UK drinks manager. "All audiences understand the need to increase fruit intake, but at present no smoothie brand engages with older consumers," he said.

The second plank to the relaunch is the replacement of Ocean Spray's £1.4m dried fruit snack range with its US sub-brand Craisins, which has been available Stateside since 1993 and is now worth $100m. Craisins come in plain cranberry, cranberries with mixed seeds & nuts and cranberries with mixed berries in 40g and 170g packs (rsp: 49p and £1.95 respectively).

The company is also adding a line of 250ml impulse juice drinks in plastic bottles to its existing 200ml drinks in cartons. The three new cranberry-based drinks are targeted at the 25-plus audience.

The entire range is being overhauled with new packaging featuring a wave of cranberry juice that transforms into a person in a bid to stand out in the crowded aisle.

The company has also linked up with Diageo to launch a dual-pack of 70cl Smirnoff Vodka with a free one-litre carton of Ocean Spray Cranberry Classic. The launches will benefit from a £5.5m push.

Tropicana, which entered the smoothies category earlier this year, said it welcomed initiatives that provided increased consumer choice. "There is still room for growth and an opportunity for brands to target different segments," said senior brand manager Adrian Baty.