Sun-Rype Products Launches New 'Adult-Tasting' Apple Juice

Sun-Rype Products Ltd. (Kelowna, British Columbia, Canada) is launching a new 100% fresh-pressed apple juice made from a special blend of apples, including McIntosh, Gala and Fuji. The new apple juice is part of its new line of chilled juices and cocktails introduced mid-1999.

The new juice, says Rob Peter, market development manager for Sun-Rype, features a "rich, full-bodied taste with a refreshing tartness that will appeal more to adults than children." The family of chilled juices includes Apple Juice, 100% Orange Juice and Tropical Blend, as well as Rio Red Cocktail and Apple Cranberry Cocktail.

The marketing campaign for the chilled line centers around the line "Celebrate a new world of refreshment," and involves couponing, demos, magazine advertising, and colorful point of sale materials such as floor decals. The packaging itself features vibrant colors and modern design.

Sun-Rype Products Ltd. conducted consumer research to determine taste preferences and saw a need to differentiate the new apple juice from its Blue Label Apple Juice. "Our new chilled apple juice is opalescent in color and what we refer to as 'adult apple juice' because it is more likely to be enjoyed by their taste palette," says Peter.

Earlier this year Sun-Rype and Dairyworld Foods entered into a partnership agreement in which Dairyworld packages and distributes the Sun-Rype chilled juice line across Canada. The introduction of the new fresh-pressed apple juice took place during October to coincide with the timing of the apple harvest in the Okanagan Valley. All products all packaged in 1-L and 1.89-L gabletop containers.

Sun-Rype Products Ltd. is a national food and beverage company headquartered in Kelowna, British Columbia.

Edited by Bill Noone