Jucee is set to become one of the first soft drinks brands to move its entire range to 100% no-added sugar.

The brand made the move to respond to a growing market of health-conscious consumers who are looking for great tasting soft drinks that contain no-added sugar.

The last three SKUs in the Jucee range with added sugar will be removed from May 2015, and replaced with No Added Sugar variants. These new ‘no-added sugar’ products will be Jucee Orange & Mango squash, Jucee Orange Cordial and Jucee Blackcurrant Cordial.

They join the existing no-added sugar squash line up of Orange, Apple & Blackcurrant, Summer Fruits, Orange Lemon & Pineapple, Cherries & Berries, Blackcurrant and Lime Cordial.

In another step in the development of the brand, Jucee is launching an new squash bottle, which is designed to have greater shopper appeal and stand out more on shelf.

The new, and round bottle design is embossed with Jucee’s signature ‘splash’ design and logo. It will be available in a 1.5 litre £1.29 PMP, which will be exclusive to the convenience sector, as well as the standard 1, 2 and 3 litre formats. The new 1.5L Jucee bottle is set to appear in stores from June.

Graham Breed, convenience channel marketing director for Princes, which owns the Jucee brand, said: “We’ve invested significantly in the Jucee brand to ensure we’re one of the first to market with a 100% no-added sugar line up. So far, our shift to no-added sugar has gone down really well with consumers. Whenever we have removed a recipe containing sugar, its replacement has performed at an even higher level in blind panel tests.

“Two years ago we launched a new 1.5 litre price-marked pack to meet evolving retailer and consumer needs. Feedback has been really positive for the new £1.29 PMP, which offers 50% more squash and is cheaper than some competing products. This will be available across all of our new products.”

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