Dr Pepper Snapple Group reveals new designs, SKUs


The Dr Pepper Snapple Group has unveiled new designs for Snapple Premium and Sunkist packages, along with a handful of planned new SKUs for the next six months.

The new designs restage two brands suffering from flat or falling revenue, the company revealed during its third quarter earnings call.

Sunkist gets its makeover amid relatively stagnant sales. The company’s report did not specifically call out the brand, but said it’s “core four” brands (Dr Pepper, 7up, Sunkist and Canada Dry) were up by 1.5 percent. Canada Dry as the big winner, up 8 percent on the strength of its recently-released Green Tea Ginger Ale; 7Up slumped 3 percent.

Snapple’s Premium line receives its facelift amid a downward trend. The brand that declared itself “made from the best stuff on earth” saw its sales drop 5.5 percent between September 2007 and September 2008, according to data from Information Resources Inc. CEO Larry Young said he hoped the new Snapple packages, along with a new marketing campaign, could “re-energize” the brand and “return it to growth.”

Young also unveiled a handful of new product extensions during the call. DPSG will add two flavors to its Venom Energy line in the first quarter of 2009 – Mango and Fruit Punch – and will add 4-packs of the 16 oz. energy drink by the end of the year.

Dr Pepper will add a “Cherry” variant in 2009, said to be lighter than the core product, and will add an antioxidant-enhanced Cherry 7Up in the same quarter. The company will also debut a diet variant of Canada Dry’s successful Green Tea Ginger-Ale, and restage Motts as a healthier juice by adding more vitamin-C per serving.