Del Monte is aiming for brand leadership in the fast growing smoothies market with the launch of a range of Del Monte Smoothies. It has teamed up with Unigate to produce a three- strong chilled smoothie range that includes Citrus & Banana, Mango Medley and Berry Burst. Del Monte said there was a major opportunity for a mainstream juice brand to enter this £4.4m sector [ACNielsen] and take on the likes of Pete and Johnny as well as own label brands. Available from August, Del Monte Smoothies come in 330ml single serve bottles and are targeted at busy young consumers. Normal rsp is £1.19 but they will retail at 99p for four weeks. Marketing support includes web site competitions offering consumers the chance to date a smooth' celebrity. And Del Monte's Fruity Way Towards Five A Day' campaign is running in selected retailers' magazines. Other major brands that have dived into the smoothie market include Ribena with its ambient smoothies launched in June last year, and the chilled smoothies from Ocean Spray launched in February 1999. {{P&P }}

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