Appletiser woos drinks market with fresh range

Appletiser, the soft drinks company, is understood to be planning an assault on the mainstream drinks market with the launch of three new flavours next month.

It is thought that the new flavours will be a mix of several fruits and are expected to include “super fruit” and tropical variants. It will extend the range from its core Appletiser and Peartiser flavours.

The brand, which is co-owned by Coca-Cola Enterprises and South African Breweries, is planning to unveil its plans at a launch event in London on March 27.

The development come as the company plans to launch a £7m campaign that aims to position the brand as a premium drink that can be consumed daily. It aims to highlight that the drink contains 100% real fruit juice.

A campaign, which has been created by Morris Jones & Co, will run across press, viral and sampling to target its core 25to 35-year-old consumers but it also hopes to broaden its appeal.

Appletiser first launched in the UK in 1982 but only launched its first variant, Peartiser, last year. However, it also has Red Grapetiser and White Grapetiser in its global markets. It has offices in the UK, US, Asia and Africa, with its head office in South Africa’s Johannesburg.

Appletiser declined to comment as Marketing Week went to press.

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