Texaco

2005 saw Minute Maid's launch into the UK juice market. The existing market is largely generic and product driven, with own label being a dominant presence. The key brand player is Tropicana, which is supported consistently on TV. Minute Maid have 2 key product lines - a range of 100% NFC (not from concentrate) juices, and Froot Refresh, an impulse purchase drink which combines 50% juice with water.

To launch Minute Maid in the UK as a credible, differentiated and trusted juice brand. Our aim was to establish the quality juice credentials of Minute Maid (essential for market entry) and also to create a differentiated and motivating brand personality.