Welch’s Purple Grape Juice team up with Martin McColl for new single serve launch.
March will see the launch of the 100% Purple Grape Juice 250ml PET bottle, the first on-the-move pack format for the brand. This new product will be launched in over 840 Martin McColl stores across the UK, a move that both partners feel will bring great benefit.
Welch’s is the only major chilled juice brand to have grown through 2009(i) with a year-onyearincrease of 7.3% at 52 weeks and the expectation is that the brand will continue to build on this success via NPD and renewed marketing activity.
Mitch Levene, Country Manager for Welch’s comments: “Welch’s is really bucking the trend in the chilled juice and juice drinks category and we’ve enjoyed an increase of 7.3% despite the declining market. We want to strike while the iron’s hot which is why we’ve entered into this strategic partnership with Martin McColl.” He continued: “Due to consumer demand we’re continuing to expand our portfolio with new 250ml product and we recognise in Martin McColl’ a huge ‘on-the-move’ consumer opportunity via a highly disciplined and professional convenience retailer.”
Tony Start, Trading Director for Martin McColl said: “The continued commitment and investment in their products has shown that Welch’s is a great fit for Martin McColl. We recognise in Welch’s a real rising star that can deliver significant benefit to our business.” Levene adds: “We have continued to invest in our products and will maintain this throughout 2010. With brand awareness at an all time high, the 250ml bottle in Martin McColl will present yet further opportunity for health conscious consumers to purchase Welch’s.”
The new single serve Purple Grape Juice 250ml will be available from 8th March and willbe stocked in Martin McColl stores at a RRP 99p.
(i) IRI 52 Week value w/c 26 Dec Welch’s +7.3%
