Fruit juice launch to receive TV ad support

Good Natured, the ethical fruit juice company, is looking to expand its share of the out-of-home market, with the launch of a 330ml bottle next month.

The launch comes as the brand prepares to air its first TV ad along with the launch of new flavours.

Good Natured co-founder Wayne Hitchman says the brand is in discussions with several outlets to have the new smaller sized bottle made available in airports, food chains and coffee shops.

He adds that it will launch two more flavour extensions at this stage and will focus on attracting further investment into the company. He and co-founder Greg Boyle are also working to bring in new investment through trade partners and venture capitalists.

Its new TV ad, which is due to launch next month, has been created by Viacom Brand Solutions as part of its pro-social “Force for Good” advertising initiative. As part of the deal, the sales house will match its media spend pound for pound in a bid to promote TV as a “pro-social” medium (MW February 28).

Good Natured’s previous marketing activity has centred around sampling and a presence at trade events. “New investment will go into marketing our products and we will look at further above- and below-the-line activity later this year,” says Hitchman.

Good Natured launched one litre juices in October last year and is now available in major chains, including Tesco, Waitrose, Budgens, Whole Foods Market and Boots.