Juicy Juice Gets a New Look Ahead of Back-to-School Season

255283-1Juicy Juice has undergone a brand makeover and features a new logo that parent company Harvest Hill Beverage Co. describes as “a contemporary face on an iconic brand,” according to a press release. Harvest Hill acquired the Juicey Juice brand from Nestle USA 13 months ago, and unveiled its new look on Wednesday. Harvest Hill will support the new revamp with an array of promotional efforts, including “print and digital advertising, free standing inserts, and in-store and social marketing.”

Juicy Juice also introduced some new flavor additions to its product lineup, adding Strawberry, Watermelon, Passion Dragonfruit, Peach Apple and Cranberry Apple varieties to its core lineup of 64 oz. bottles and 6.75 oz. juice boxes. Additionally, the company announced a brand extension of drink pouches called Juicy Juice Splashers, which have begun entering supermarkets nationwide ahead of the back-to-school season. The line comes in in four reduced-sugar varieties: Fruit Punch, Berry Lemonade, Peach Mango and Tropical Twist.

The company’s full press release is below:

STAMFORD, Conn., Aug. 5, 2015 /PRNewswire/ — Juicy Juice, the iconic kids’ beverage brand, is going back to school with a new line of drink pouches, bold new flavors, a can’t-miss package makeover, stepped-up marketing support and an upgraded website rich with activities and information. The updates are the first under the brand’s new owner, Harvest Hill Beverage Company, with more excitement for kids and moms to follow.

One thing that isn’t changing: the brand’s longstanding commitment to delivering products kids love and moms can feel good about. As always, all Juicy Juice beverages contain no high fructose corn syrup, cane sugar or artificial sweeteners.

Innovation to the core Juicy Juice line of kid-favorite 100 percent juices includes four new flavors: Strawberry Watermelon, Passion Dragonfruit, Peach Apple and Cranberry Apple. All four flavors are available in economical 64-ounce bottles, with Strawberry Watermelon and Peach Apple also packed in convenient 6.75–ounce juice boxes. Strawberry Watermelon and Peach Apple will be available nationwide starting in August.

Juicy Juice Splashers, the brand’s all-new drink pouches, are slated for nationwide availability starting in August after rolling out at regional supermarkets this summer. Available in bold Fruit Punch, Berry Lemonade, Peach Mango and Tropical Twist varieties, Juicy Juice Splashers cuts sugar content in half by adding filtered water, addressing moms’ concerns about sugar without compromising on flavors kids love.

An all-new logo and broad visual makeover, which will be rolling out in stores this August, put a contemporary face on an iconic brand. Vibrant, taste-tempting fruit images explode off every label, underneath a modernized Juicy Juice logo. The brand’s new look is also being showcased in stepped-up marketing support that includes print and digital advertising, free standing inserts, in-store and social marketing and more.

Beginning August 10, consumers can visit www.facebook.com/JuicyJuiceUSA to play the Juicy Juice Juicy Makeover Instant Win Game and view the official giveaway rules. With $25,000 in great back-to-school prizes available, fans can enter to win one of four $2,500 shopping sprees for their own fresh, new look before heading back to school, as well as other instant-win prizes like family-favorite Juicy Juice products and $100gift cards from zulily, an e-commerce site that offers deals and daily flash sales on brands for moms, babies, men and kids.

“Juicy Juice was ahead of its time in committing to provide fun beverages kids love, and moms feel good about serving. Our innovative product introductions and fun, new look set the stage for continued leadership, and for a new generation of moms and kids to discover what makes Juicy Juice special,” said Ilene Bergenfeld, Chief Marketing Officer of Juicy Juice parent company Harvest Hill Beverage Company. “Moms today seek transparency and balance, two values that are core to the Juicy Juice brand.”

A recent “Truth in Juice” nationwide survey conducted by Juicy Juice revealed confusion in the juice aisle. Nearly half of moms surveyed said that two major brands other than Juicy Juice sell only 100 percent juice products, while in fact those other brands market certain juice drinks with ingredients such as high fructose corn syrup and artificial colors. Following a recent refresh, JuicyJuice.com now puts nutrition facts and ingredients information front and center, helping moms make sound, well-informed choices for their families.

Juicy Juice, the nation’s leading kids’ 100 percent juice brand1, was acquired by Harvest Hill Beverage Company from Nestlé USA, Inc. in 2014. Follow Juicy Juice on Facebook atwww.facebook.com/JuicyJuiceUSA.

About Harvest Hill Beverage Company

Harvest Hill Beverage Company, based in Stamford, CT, was formed by Brynwood Partners VII L.P. in June 2014 to acquire the iconic Juicy Juice brand from Nestlé USA, Inc. Juicy Juice is the largest 100 percent juice brand in the U.S. focused on the kids segment. Harvest Hill currently markets Juicy Juice products in single-serve and multi-serve formats to the retail and foodservice channels. The company intends to grow both organically and through strategic add-on acquisitions. For more information on Harvest Hill, please visit www.harvesthill.com.