The number one condiment brand at Christmas, Ocean Spray, is set for a major re-launch of its cranberry sauce range*. With a significantly improved recipe, a premium new jar and look, and a category exclusive easy-open lid, Ocean Spray is strengthening its product range this Christmas.
The new and improved Wholeberry and Smooth cranberry sauce recipes now contain 50% more fruit, to meet consumers’ taste preference.
A key part of the revamp, Ocean Spray is introducing its revolutionary new ‘Orbit™ Easy Open’ lid, being the first in the category to tackle the age-old problem of opening twist caps. Recent consumer research shows that 40% of women aged 40+ struggle to open a traditional glass jar.**
In addition, a bespoke jar shape and packaging facelift will provide a strong point of difference at fixture with 83% of consumers claiming to prefer the new look**.
The two core variants, Wholeberry cranberry sauce and Smooth cranberry sauce, will be available in a new 250g jar which will replace the current 190g/350g formats, yielding one size suitable for year round consumption.
Caroline Rose, Business Development Manager – UK Foods, Ocean Spray said, “Ocean Spray Cranberry Sauce has always been at the heart of Christmas. Having established the cranberry sauce category in the 70s, we continue to lead through ongoing innovation and investment with this latest development expected to further fuel category growth. Our consumers told us they are delighted with our new fruitier, best tasting, all natural product. Our new premium jar has our name embossed on the neck, and with our exclusive easy open lid and bolder graphics, we’re set to deliver much stronger shelf stand out during the busy Christmas period.
“Christmas is such a special time for everyone and we want Ocean Spray to remain at the heart of the celebration. That’s why we are investing heavily in this re-launch, offering an all-round better product, and are confident from independent research results that we will grow the category by appealing to a greater number of consumers.”
Outside of Christmas, Ocean Spray is the number two condiment brand, evidence that cranberry sauce is not just for Christmas but a popular year round condiment.
Ocean Spray has a 55.6% MAT value share of the cranberry sauce market which rises to 62.1% in the 12 weeks up to Christmas***.
The new-look Ocean Spray range includes Wholeberry cranberry sauce and Smooth cranberry sauce, available in 250g (RRP £1.49), and Smooth Cranberry & Redcurrant jelly, RRP £1.49 for a 285g jar.
* IRI 12 w/e 25/12/10
** Indiefield consumer panel 2/2011
*** IRI 52 w/e 25/12/10