Quaker is battling against Coca-Cola’s big budget launch of new age soft drink, Fruitopia, with a national roll out of Snapple through Tesco, Waitrose and Sainsbury’s.
Quaker, which took over distribution of the brand from United Beverage Corporation (Ubevco) on March 1, will launch a nationwide PR campaign, plus marketing and sponsorship activities to be announced next month. A national TV campaign will start next year through Banks Hoggins O’Shea.
Snapple’s current base is within the M25 boundary. Last year Snapple spent £1m on TV ads in the London area.
As part of its national expansion, the group also intends to introduce new flavours.
Since its UK launch in 1983, Snapple has introduced 11 flavours. In the US, there are 62 different flavours.
A spokesman for Snapple said that diet variations, already available in the US, were also being considered for the UK.
Fruitopia launches in the UK next month with a £3.7m push.