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Berri launch

This article was originally published in Foodnews

AUSTRALIAN juice company, Berri, is about to embark on its biggest new product campaign to date. The campaign starts next month with the company earmarking a record budget for the launch and revamp of more than 20 products.Speaking to Australian Financial Review (AFR), Berri's director of marketing and innovation, Bill Kelsall, said: "The fruit juice and drink market has been starved of product innovation for a while. At Berri, we haven't been as innovative as the market leader should be. We want to reclaim our position as category captain."The company's Harmonics range, including apple juice with green tea, cranberry drink and orange juice with vitamin C and echinacea, has now been relaunched with new flavours and packaging. Under the Daily Juice brand, Berri is launching three products called In Season. Kelsall told the AFR that they were "in and out" products which would be sold for six months, according to which fruits were in season, and then ditched.

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