The St Clements drinks brand is being brought back to life as Squeeze, an upmarket range of blended fruit juice and spring water aimed at women.
Squeeze comes in tapered 330ml bottles in apple and orange variants, with no added sugar, colours or sweeteners and an rsp of 89p.
As a blend of 50% sparkling spring water and 50% pure fruit juice, the aim is to bridge the gap between both categories, which are seeing demand surge as people turn away from sugary carbonated drinks to healthier options.
St Clements drinks, acquired by Barr Soft Drinks in 1998, has been dormant in recent years but it is still known as a brand synonymous with natural fruit
goodness, according to senior brand manager Jacqueline Pye.
“We have spent a lot of money and time on consumer research, which showed that people still have fond memories of St Clements,” she said. “They associate it with naturalness and fruit content, and that is the brand identity we will be building on.
“We plan to bring out more flavours and more products under St Clements.”
Pye said the range bridged the gap between water and fruit juice, both of which are performing well within the drinks category. “Sometimes, when you are feeling thirsty, water is just not enough and fruit juice is just too much. That’s where Squeeze comes in.”
The target for Squeeze is professional women aged 20 to 36, with a nationwide poster and consumer press campaign in magazines supporting the launch. In-store point-of-sale material will also be available to retailers.
The drink has gained distribution in impulse channels and Barr Soft Drinks said it was hopeful of gaining listings with the multiples.
Claire Hu
Squeeze comes in tapered 330ml bottles in apple and orange variants, with no added sugar, colours or sweeteners and an rsp of 89p.
As a blend of 50% sparkling spring water and 50% pure fruit juice, the aim is to bridge the gap between both categories, which are seeing demand surge as people turn away from sugary carbonated drinks to healthier options.
St Clements drinks, acquired by Barr Soft Drinks in 1998, has been dormant in recent years but it is still known as a brand synonymous with natural fruit
goodness, according to senior brand manager Jacqueline Pye.
“We have spent a lot of money and time on consumer research, which showed that people still have fond memories of St Clements,” she said. “They associate it with naturalness and fruit content, and that is the brand identity we will be building on.
“We plan to bring out more flavours and more products under St Clements.”
Pye said the range bridged the gap between water and fruit juice, both of which are performing well within the drinks category. “Sometimes, when you are feeling thirsty, water is just not enough and fruit juice is just too much. That’s where Squeeze comes in.”
The target for Squeeze is professional women aged 20 to 36, with a nationwide poster and consumer press campaign in magazines supporting the launch. In-store point-of-sale material will also be available to retailers.
The drink has gained distribution in impulse channels and Barr Soft Drinks said it was hopeful of gaining listings with the multiples.
Claire Hu
No comments yet