Sunny D plans a third relaunch in bid to regain consumer trust

Sunny D will be relaunched for the third time in eight years this spring in a bid to stem a long-term decline in sales.

The relaunch will see the base of the juice drink reformulated and its packaging redesigned. Owner Sunny Delight Beverage Company (SDBC) is planning to develop a new advertising strategy as part of a review of its market positioning.

The SDBC, which is working closely with its UK distributor Gerber Foods, is also planning to review its corporate responsibility programme with a view to encouraging consumers to re-evaluate the brand.

An SDBC insider says: “We want to look at our own social issues agenda and maybe even pick a charity to work with, to blend the fun element of the brand with some good values.”

The SDBC is working closely with a hand-picked parents advisory group (MW September 22) to find out how to win back consumer trust.

Sunny D, which was launched as Sunny Delight, was enormously successful in its first year with sales of &£160m. It immediately became one of the UK’s biggest-selling drinks brands.

But criticism from food and children’s groups over its sugar content and misleading positioning led to a dramatic collapse in sales.

In the 12 months to October 2005, Sunny D, now owned by private equity firm J W Childs, which set up SDBC, sales scraped just over &£32m.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here