The brand is looking to take on established brands such as PepsiCo’s Tropicana.
Palmer, a former Marketing Society marketer of the year, has teamed up with former Green & Black’s directors William Kendal and Nick Beart to rebrand the juice as Cawston Press and overhaul the company’s identity and shelf presence.
Palmer says: “Like Green & Black’s, we see Cawston as a challenger brand in a space where we can innovate and expand its presence. The chilled juice category is dominated by own-label brands, and the established players feel like the brands of yesterday. We want to help refresh this space and offer people something new and exciting.”
The three former Green & Black’s directors have invested a six-figure sum in the company and have appointed design agency Pearlfisher to redesign the packaging and name of the juice to Cawston Press. The apple juice is available in five blends.
Palmer says that there are no plans for above-the-line marketing activity, but there will be an extensive sampling campaign, including one designed to coincide with customers’ New Year’s resolutions. It will also launch new products later in the year, including smaller packs that will appeal to impulse buyers.
He adds: “Sampling is essential for raising awareness for this product. Ambient juices are sorely lacking premium branded innovation, and this entrepreneurial brand can fill that void and compete with the best of the rest.”