Springetts squeezes out Del Monte repacking job

Springetts has revamped packaging for Cirio Del Monte’s ranges of pure fruit juices, as the company moves to counter the threat of own-brand products and target a younger audience.

Products are expected to go on shelf at the start of next month. The work gives the range a more consistent brand look following the introduction of new flavours and a reordering of the product categories, says Springetts senior designer Christine Simmons.

‘Though it’s trusted by consumers, it’s perceived as being quite middle aged,’ Simmons explains.

‘There’s a need to interest new, younger consumers in the brand, while countering the threat of own-label products stealing [market] share.’

In total, 18 packs have been created – six single-flavour and six blended juices in full-sized Tetrapaks, three ‘mini-Tetras’ and three single-serve PET bottles.

Pure fruit flav-ours and juice blends have been segmented separately, but given a common brand flag through the use of a leaf image.

‘This architectural device allowed us to capture the richness of the existing brand identity and contrast it with fresh, natural, quality cues,’ says Simmons.

According to Cirio Del Monte senior brand manager Jackie Harold, the use of natural imagery suggesting a ‘just picked’ quality and natural flavours is an important signal to consumers.

Springetts won the work in May last year after a five-way pitch. Cirio Del Monte is understood to be spending around £6m on its World Fruits portfolio this year.

Last week, national press reports indicated a management buyout of the UK arm of the Anglo-Italian client is in the offing.

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