Smoothie transition for relaunch

01 June, 2007

PJ Smoothies is relaunching with

new packaging. The brand overhaul is designed to help differentiate PJ's from other Smoothies brands on the market.

Three new flavours will join the range - Look Sharp, containing gingko ; Rainforest Acai, containing

acai, mangoes and red grapes, and Black & Blue.

The packaging has been redesigned to communicate the ideas of "sociability, fun, youth and vibrancy," a spokesman said.

There will also be a repositioning of some existing SKUs. What a Night has replaced Daily Detox and Energy Boost has added

yerb a

mate mixed with peaches, pineapples and passion fruit.

PepsiCo marketing director Will Ghali said: "Growth of the brand is incremental to the category as the brand is pulling in younger, more mainstream consumers who are taking smoothies into new drinking occasions and creating further opportunities for growth."

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