The apple juice brand Copella is refreshing its positioning with the aim of attracting new consumers and generating growth.

The re-positioning from the PepsiCo-owned brand will arrive in stores this month, with new packaging, and will be supported by a campaign to celebrate the “true taste of nature”.

The redesign of the Copella range aims to reflect the quality taste of the juice and showcase the craft and care that goes into making it at Boxford Farm.

Danielle Mendham, Copella brand manager, commented: “We are really looking forward to introducing the transformed Copella to existing shoppers, as well as new fans, as we highlight the unique and delicious taste qualities of the juice.

“Copella is a trusted brand that people know and love, and thanks to the variety of seasonal apples we blend throughout the year, we offer shoppers a superior and varied flavour profile in every bottle. This justifies its position as a top-five juice brand across single-serve and take-home formats.”

The new look will be supported with a campaign driving awareness of Copella and celebrating the true taste of nature inside every bottle.

Advertising will include an opportunity to see inside Boxford Farm, which will be opening its doors to raise further consumer awareness of how the juice is created.