The juice manufacturer Eckes-Granini wants to establish a new product on the market. It is a juice concentrate that you can mix yourself with water at home. Granini is thus following an industry-wide trend. Drinks that you can mix yourself have been very popular with customers for some time, as the “Lebensmittel Zeitung” reports.
The new product will be named “JUiCE ME UP!” and be available in orange, apple and multivitamin flavors. At Granini you can see great potential here. Tobias Liesenfeld, International Marketing at Granini, says: “We are observing a rapidly growing trend that will shape the soft drink market in the long term.”
New Granini product: manufacturer follows industry trend
It is the second Granini product of this type. A “Die Limo” brand syrup has also recently become available. Other manufacturers also make their products available as concentrates. For example, PesiCo entered into a cooperation with Sodastream last year and launched its popular Cola in syrup form. There are also products from the Afri-Cola, Bluna or Lipton brands that you can mix yourself.
Apparently there are two main reasons for the success of the products. The first is about money. The syrups are usually a little cheaper than the conventional product. In addition, less packaging is required for the concentrates, which is kind to the environment. You can also save CO2 during transport.
The RRP of the Granini concentrates is 1.59 euros. About a liter of juice can be mixed out of this. This is cheaper than the classic one-liter bottle, which costs 1.89 euros