New packaging for extended John Crabbie's range
Drinks manufacturer Halewood International is set to extend its John Crabbie’s brand with new flavours Scottish Raspberry with ginger and Lemonade with ginger alongside new packaging.
The new flavours include re-designed packaging for the range, designed in-house, to achieve greater shelf-standout and aim to reflect the John Crabbie heritage.
The new flavours and design will be supported nationally through radio, consumer press, sampling, PR and social media activity, while campaign messaging will focus on the nostalgic crafted flavours and ingredients whilst staying true to the brand’s heritage.
Richard Clark, director of innovation at Halewood International, said: “It is important to deliver innovation into the soft drinks category to ensure growth in market value and share. The John Crabbie and Co. range provides an attractive alternative to cola and lemonade in the impulse and convenience sectors, in line with increasing consumer demand for different types of soft drinks.
“John Crabbie & Co suits a wide range of convenience channels, and is a great way of adding value and choice into a category which has lacked soft drink innovation for some time.
“Our new packaging design underlines a significant step change for the brand, and also reflects the product ranges’ strong identity, clearly differentiating John Crabbie & Co from Crabbie’s Alcoholic Ginger Beer”.