Del Monte is to relaunch its fruit juice range across the UK after losing business with supermarkets including Asda and Sainsbury's in the last 12 months.
An advertising push is planned and it has been reported that Del Monte is changing its advertising focus from a pan-European model to a country-by-country approach.
Del Monte value sales of fruit juices dropped by 30.5 per cent last year, to just below £21m in the 52 weeks to December 2, according to ACNielsen data. The company’s brand has been on the downward slide for several years.
However, Leigh Edwards, commercial director of branded groceries at Del Monte, said that the firm has "regained substantial distribution in the trade" since its delistings. Marketing week reports that the juices will be re-listed in at least one of the two major supermarkets mentioned above.
