Ocean Spray has redesigned its cranberry sauce packaging as part of a campaign focusing on the brand’s 80-year heritage. The new fresh, premium look reinforces the brand’s position as the UK’s leading cranberry sauce (with 54% value share), growing by +4.5% volume and +5.4% value in the condiment category. Cranberry sauce, with 17% value share of total condiments, is ahead of every other condiment in the category.
Caroline Rose, Business Development Manager – UK Foods, Ocean Spray said, “The new-look packaging reflects our 80-year heritage as the original cranberry sauce brand and ensures we have greater stand-out on shelf. We introduced the tradition of serving cranberry sauce with turkey to the UK market back in the 1970s. Our expertise and strong market performance guarantees retailers will enjoy a profitable Christmas.
“What’s more, we are seeing an increasing number of people consuming cranberry sauce outside the Christmas occasion, with roast meats and cheeses, providing a strong rationale for retailers to stock it all year round.”
The new-look Ocean Spray range includes Wholeberry cranberry sauce and Smooth cranberry sauce, available in 190g and 350g jars (RRP £1.09/£1.99), and Smooth cranberry & redcurrant jelly, RRP £1.09 for a 190g jar.
This year Ocean Spray has invested £7 million in an above and below the line campaign, ensuring the brand is constantly at the forefront of consumers’ minds. The cranberry sauce range will be supported in the run up to Christmas with appealing price promotions and large displays, providing increased visibility in-store.
Source: IRI/TNS April 2010. 52 w/e 26.12.09
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