Printer Friendly

PEPSI AND OCEAN SPRAY STRIKE A BOLD NOTE ON JOINT VENTURE'S FIRST ANNIVERSARY; SPLASH FRUIT SPARKLER AND LEMONADE BROUGHT TO TEST

 SOMERS, N.Y., April 22 /PRNewswire/ -- The one-year-old joint venture between Pepsi-Cola and Ocean Spray hit a crescendo today with the much-awaited announcement of new product introductions. Starting this week, the joint venture will bring eight new products in two distinct categories to four test markets across the country:
 -- Ocean Spray Splash(TM): a fruit sparkler that combines the cool, light refreshment of a sparkling water with natural fruit juice in five popular fruit flavors and flavor blends will be tested in Atlanta, West Palm Beach/Fort Lauderdale, Fla., and Spokane, Wash.
 -- Ocean Spray(R) Lemonade: a ready-to-drink lemonade with 10 percent real juice and no preservatives in three flavors will be test-marketed in West Palm Beach/Fort Lauderdale, Spokane and Hickory, N.C.
 "In one year, the Pepsi-Ocean Spray joint venture has cast its mark on the beverage industry," said Ted Hissey, general manager, Pepsi-Cola Company. "Unsurpassed commitment from Pepsi's 20,000-strong sales force to distribute the number one trademark in shelf-stable juice drinks has driven convenience store distribution levels to nearly 60 percent, up from just 4 percent a year ago, tripled juice volume and pumped vending sales by 15 percent over the same period. The advent of new product innovation poises the partnership for continued momentum, success and growth."
 Ocean Spray Splash
 "It is the ultimate synergy: distribution and new product development," said John Moreton, general manager, Ocean Spray. "Splash targets the growing and powerful segment of `new age' consumers who lead active lives and look for healthful, invigorating products. We know that consumers are already mixing Ocean Spray juices and sparkling water at home -- now, with Splash, they can purchase products that are perfectly blended."
 Ocean Spray Splash is the latest entry in the $194 million "new age" beverage category of sparkling juices. New combinations of juices, distribution gains and new packaging forms have all contributed to double-digit category growth in 1992 for "new age" beverages -- defined as all-natural sodas, flavored water and sparkling juice drinks. Sparkling juices are expected to reach $240 million in retail sales by 1996. Splash appeals to the 70 million health-conscious baby boomers, as well as youngsters craving variety like Ocean Spray's Cran- Raspberry(R) beverage, and is expected to energize the fruit sparkler category.
 Splash varieties include Cranberry, Raspberry-Cranberry, Concord Grape, Ruby Red Grapefruit and Cranberry-Strawberry.
 Ocean Spray Lemonade
 According to Moreton, the ready-to-drink lemonade category, which grew by 33 percent to 2.2 million cases in 1992, has the potential for explosive growth, similar to the ready-to-drink iced tea segment.
 "Ocean Spray Lemonade was created to capitalize on consumer demand for a year-round, ready-to-drink product that is a real lemonade -- not a powder or frozen concentrate. They don't want to scoop, squeeze, measure, thaw or stir the product -- they just want to drink it," Moreton said. "Today's health-conscious consumers have a limited range of lemonade products to choose from, none of which offers the premium quality and trusted trademark of Ocean Spray."
 The Ocean Spray Lemonade product line includes Original Recipe, Cranberry-Lemonade and Raspberry-Lemonade in 16-oz. wide-mouth bottles as well as four-pack, 16-oz. containers.
 Splash will be available in clear 10-oz. single-serve glass bottles, four-pack 10-oz. bottles and a 21.5 fluid oz. version. Both products will be distributed in convenience and retail stores in the test market locations beginning this week. Each will be supported by in-store merchandising materials and new television, outdoor and radio advertising. Splash's tagline features the refreshing message: "Taste the invigoration." Ocean Spray Lemonade's tagline plays up its authentic composition: "Real lemonade with a real attitude."
 The Pepsi-Ocean Spray joint venture was created in April 1992 to build distribution of the nation's number-one juice trademark in the fastest-growing segment of the beverage industry -- single serve -- and to create new product synergy. It reflects Pepsi's total beverage strategy which capitalizes on consumer demand for a wide range of products including new carbonated soft drinks, like Crystal Pepsi, as well as juices, teas, sport drinks and waters. Ocean Spray single-serve sales are expected to grow from 10 percent to 30 percent of the company's total $900 million beverage business.
 The partnership expands Ocean Spray product availability in convenience stores, drug stores and vending machines, adding to its traditional strength in grocery stores.
 Ocean Spray, the number one trademark in the $4.4 billion shelf- stable category, leads the industry in new product innovation. Ocean Spray was the first company to blend juices to create new cranberry flavors and the first to roll-out a tropical juice drink category.
 Pepsi-Cola/Ocean Spray
 Background Information
 Ocean Spray Cranberries, Inc., a cooperative based in Lakeville- Middleboro, Mass., produces and markets Ocean Spray brand fruit juices and drinks, including cranberry, grapefruit and tropical juices and drinks, as well as cranberry sauce and fresh fruit. Among its popular trademarks are Cranapple, Cran-Grape, Cran-Raspberry, Cran-Strawberry, Crantastic, Mauna La'i and Refreshers, a new juice blend drink aimed at adult consumers.
 Pepsi-Cola Company is headquartered in Somers, and is a division of PepsiCo, Inc. (NYSE: PEP). Pepsi manufactures, markets and distributes Pepsi, Diet Pepsi, Caffeine Free Pepsi, Caffeine Free Diet Pepsi, Crystal Pepsi, Mountain Dew, Slice, Mug Root Beer, Mug Cream Soda.
 -0- 4/22/93
 /CONTACT: Amy Sherwood of Pepsi-Cola Company, 914-767-7225; or John Lawlor of Ocean Spray Cranberries, 508-946-7418/
 (PEP)


CO: Pepsi-Cola Co.; Ocean Spray Cranberries, Inc. ST: New York IN: FOD SU: PDT

GK-CK -- NY039 -- 9328 04/22/93 10:56 EDT
COPYRIGHT 1993 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1993 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Publication:PR Newswire
Date:Apr 22, 1993
Words:900
Previous Article:SPIEGEL, INC. REPORTS FIRST QUARTER REVENUES UP 17 PERCENT
Next Article:ARMCO REPORTS FIRST QUARTER NET LOSS OF $22 MILLION, BEFORE ACCOUNTING CHANGES
Topics:


Related Articles
PEPSI-COLA TO DISTRIBUTE OCEAN SPRAY JUICES
PEPSI-COLA BECOMES 'TOTAL BEVERAGE COMPANY' Trade Customers and Consumers to Benefit
PEPSI-COLA BRINGS THREE FASTEST-GROWING NEW PRODUCTS TOGETHER IN A SINGLE PACKAGE
TROPICANA INTRODUCES TROPICANA(R) TWISTER(R) FRUIT TEAS AND LEMONADES TO CONSUMERS NATIONWIDE
PEPSI-COLA COMPANY SALES SIZZLE WITH BEST GROWTH IN SEVEN YEARS; DESPITE HEIGHTENED COMPETITION, SALES INCREASE MORE THAN 6%
Major Pepsi Bottler And American Kiosk To Promote Pizza Place
Juice for the Fun of It.
Pepsi Unveils Two New Product Innovations for 2006.
Bottled Water Comes To Life.
Sierra Mist Ruby Splash Spreads Liquid Sunshine.

Terms of use | Copyright © 2016 Farlex, Inc. | Feedback | For webmasters