For the first time in its 93 years of existence, Ocean Spray has launched a line of Zero Sugar juice drinks as it seeks to modernize the brand’s identity and entice millennial consumers.
Available in Cranberry and Mixed Berry flavors, the Zero Sugar beverages are sweetened with stevia leaf extract and contain five calories per 8 oz. serving. The products will begin rolling out to Walmart stores nationwide next month with a suggested retail price of $3.71 per 64 oz. bottle, in line with the brand’s Blends and Diet products.
While zero sugar juice drinks are not a new product format – options on the market range from Tropicana to Minute Maid – Ocean Spray is hoping its reputation for “quality and full flavor” can pull in a new demographic, according to Trinh Le, Ocean Spray VP of Next Generation Beverages and Omni-channel marketing.
Additionally, the Massachusetts-based cooperative touts its Zero Sugar line as the first shelf-stable zero sugar juice that doesn’t contain artificial sweeteners.
“[Ocean Spray] leans toward millennials and we see that as they think about their preferences, especially from a health perspective, they’re looking at less sugar, but they want it without the artificial [sweeteners],” Le told BevNET in an exclusive interview. She declined to share how the company desugars its juice.
As zero sugar juices begin to pick up greater traction, so are the technologies that support them. Last week, NewTree Co., which was not involved in the formulation of Ocean’s Spray’s new line, announced it has secured several patents for its proprietary technology which the company claims can remove up to 100% of the naturally occurring sugars in juice (fructose, sucrose and glucose) without affecting the fruit’s nutrient content and density.
According to a report by market researcher IMARC Group, the North American fruit juice market is projected to grow at a CAGR of 4.7%, reaching $50 billion by 2028. Focused on the better-for-you segment of the market, Ocean Spray is addressing the white space it saw within its own portfolio.
“From full flavor blends to refreshing diet and now bold zero sugar, Ocran Spray is committed to developing product innovations that continually meet the needs and desires of consumers who are seeking out more options for their juice drink,” said Le in a press release.
The new launch comes as part of the company’s greater push to create more health-conscious options for the modern consumer as concerns over sugar content threaten to remove the juice category’s health halo. Earlier this year, Ocean Spray launched another better-for-you juice line, which includes the Immunity Cranberry Blueberry Acai, Immunity Orange Mango and Revitalize Cranberry Pineapple Juice Drinks, all of which have no added sugar.
Founded in 1930 by three farmers, Ocean Spray has grown into a global CPG community whose cranberries are in more than 1,000 products in over 100 countries. The Massachusetts-based company announced a model for new innovation in 2019, named the Lighthouse Incubator, which has since launched brands including hemp-infused sparkling water CarryOn and plant-based drink Atoka.
Last year, the cranberry producer launched a new marketing campaign, What will you do with all that power?, designed to modernize the brand’s image while educating consumers on the company’s diverse better-for-you product portfolio and the nutritional benefits of cranberries. Ocean Spray previously told BevNET that the marketing effort was designed to push the boundaries beyond the “standard tonality and aesthetics” of the juice category.
Looking ahead, Ocean Spray will have additional innovations rolling out next year, including a new low-tartness Pink Cranberry juice — crafted with a blend of pink, white and red cranberries — set to debut in the United Kingdom. As well, Pernod Ricard’s Absolut will be launching Absolut Vodka and Ocean Spray Vodka-Cranberry Range – a sparkling ready-to-drink cocktail line that will be sold in a variety 8-pack of four combinations, two 4-packs and single cans. The RTD cocktail (4.5% ABV) will be manufactured, marketed, and distributed by Pernod Ricard USA.
“We’re really trying to bring in that next generation of beverage consumers and thinking about the types of products that generation is going to be looking for,” said Le.