Hero plans £11m push for fruit juice launch

Swiss preserves and cereal manufacturer Hero Foods is launching a juice drink in the UK supported by an &£11m marketing spend over two years.

The new Fruit2Day drink will launch next spring in three flavours: pineapple and banana, orange and strawberry, and mango and peach. They will come in 200ml bottles, packaged individually and in multipacks. The bottles are a figure eight shape.

The company is aiming the juice drinks at 19- to 45-year-olds, but one industry insider says: “I’ve tasted it and I’m not sure it will catch on because of the texture. It’s lumpy.”

Another industry source says: “I see it going up against PJ and Innocent in the smoothie market, though it is a completely different product.”

Hero Foods claims drinking Fruit2Day, which contains bits of real fruit, gives two of the five recommended portions of fruit per day.

The company is on the verge of appointing an advertising agency to create a launch campaign. The AAR has drawn up a shortlist of Fallon, HHCL/Red Cell and Beattie McGuiness Bungay.

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