The Publication For The Grocery Trade
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St Helier pick another winner

Like cider, the blueberry industry has experienced explosive growth in recent times. Consumers have been attracted in their droves to the now ubiquitous plump deep blue fruit with its silvery bloom. With their finger firmly on the pulse of consumer demand, ICB have now combined the mildly sweet and tangy characteristics of blueberries with the crisp refreshment of pear cider to create a trend setting combination and extend their successful St Helier range.

Paul Burton, Joint MD of ICB says: "Innovation and investment continue to attract new and lure back past consumers who enjoy the refreshing, sessionable characteristics of cider. Recognising this, retailers continue to devote more and more shelf space to it. But without doubt, the secret to keeping interest high an attracting the important trend leaders and experimenters is new product development."

Like cider, blueberries have a heritage appeal and a long-developed folklore around them. We know we are tapping into potent current trends and thinking with St Helier Blueberry and expect sales to reflect this."

The entire St Helier range will benefit from a heavyweight TV campaign which airs in May '08, and continues to benefit from ICB's sponsorship of "The Championship" on ITV. The sponsorship deal, which will run until May 2008, includes highlights of all Championship games and play offs and a round up of the League 1 and 2 games, secures nationwide coverage and massive brand awareness. ITV viewing figures confirm that over half of the entire population will see the St Helier sponsorship at least once, with more than a quarter seeing it four times or more.

500ml bottle RSP £1.99
Litre bottle RSP £3.69
Contact Information
For further information please contact:

ICB
Tel: 01642 246 639
www.icbrands.co.uk