The Publication For The Grocery Trade
Sunny D continues path of improvement and qualifies for amber traffic light

This summer the Sunny Delight Beverages Company (SDBC) is re-launching Sunny D Florida Original with 12% less sugar than the current version. This new product is the only soft drink in the category to qualify for an amber traffic light.

With 7.4g of sugar per 100ml, the new Sunny D will now have 38% less sugar than other brands such as Fruit Shoot which currently has 12g of sugar per 100ml.

Since 2003, SDBC has been on a steady path of improvement for the Sunny D brand. All artificial colours and flavours have been removed and the entire range has new labelling including GDA's - the first brand in the category to place these guidelines on front of pack. The new transparent approach continues with the brand listening and responding to mums in the UK through the Sunny D Parents Advisory Group (PAG). The Parents Advisory Group has once again been influential in the direction of the brand and the development of this summer's new product.

"The feedback from the Parents Advisory Group has been clear - mums are concerned about the level of sugar in the soft drinks they give their children. However, some have also told us that they don't want to give their children artificial sweeteners. Our aim is to offer mums a choice. The new product gives them a drink their kids will like and they have the reassurance that Sunny D now has the lowest level of sugar in the category," said Paul Nicholls, Sunny D Commercial Manager UK.

"Reducing the sugar content of the Original product was the challenge the mums gave us so before we went into production we gave the PAG members the opportunity to try the new drink and get feedback on its taste from mums and kids in their area. The results were really positive and gave us the confidence to really commit to this new product."

This summer's launch is the precursor for an extensive brand re-launch in 2008 which will see the culmination of the last three years' work.

The launch of this summer's new product is supported with a PR campaign in national, regional and women's press based on the creative campaign platform of '12 things all children should do before they are 12 years old.' Sunny D is offering visitors to their website the chance to win one of the top twelve experiences.
The new product is on shelf in major retailers, convenience stores and cash and carrys now.

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