The Daniels Group is targeting Johnsons, the UK’s best-selling freshly squeezed juice brand, at the growing number of consumers who want to enjoy a quality breakfast at weekends. Brand Manager Dan Gough says consumers’ determination to indulge and chill out at weekends, in contrast to the rushed weekday breakfast occasion, is fuelling demand for freshly-squeezed juice. “The quality of the juice is the over-riding factor, coupled with its convenience,” he says. “Unlike many fruit juices, our freshly-squeezed juice does not undergo any concentration or freezing to ease logistics. The result is a superior quality juice, full of all the natural goodness and health benefits of home-squeezed juice.”
The breakfast drive follows significant brand growth in each of the last two years, during which time Johnsons has grown in volume by 25 and 30 per cent respectively (source: ex factory sales), in a chilled juice market that is growing at just 6 per cent (source: IRI).
Retailers are playing their part in encouraging consumers to trade up to freshly-squeezed juice, adds Dan.
“Freshly-squeezed juice is a better quality offering that delivers a bigger basket spend and higher cash margins for retailers,” he says.
The Johnsons range is available in a variety of pack sizes, with the 250ml PET format ideal for people who want to eat breakfast on the move and the 1 litre format ideally suited to the weekend breakfast occasion.
The Daniels Group
Customer service: 0113 248 0606