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Fruit Juice and Juice Drinks - UK - November 2010

The fruit juice and juice drinks market is valued at £3.1 billion in 2009 and, while both volumes and values have grown in recent years, the category has been hit by consumers trading down and a reduction in investment in both advertising and innovation. The juice drinks sub-sector has outperformed fruit juice, as many consumers have traded down from the latter to the former, seeking both better value and a healthier product due to its lower fruit and therefore sugar content.

  • Three quarters of consumers drink fruit juice or juice drinks, but despite this impressive penetration, the category has been losing out during the recession as consumers have narrowed their drinks repertoire.
  • Fruit juice brands should look to develop a broader offering of juice drinks to take advantage of the fastest growing segment in the market and increase consumption among the fruit juice drinkers, who still represent the majority of the market.
  • Premiumisation, particularly through natural and superfood claims, provides a way for fruit juice brands to tap into the juice drink market and limit the number of consumers that trade down.
  • Juice and juice drinks brands need to target promotions on the superior taste of their products to tap into the 61% of consumers across the age spectrum that agree that fruit juice and juice drinks taste good compared to other soft drinks.
  • The category continues to be dogged by negative perceptions of price, despite widespread discounting during the recession, with two in five consumers believing that fruit juices are expensive for what they are. With fruit prices set to rise in 2011, juice manufacturers need to be clear (in their communication) about their what it is about their product that is worth paying more for.
  • This is particularly important for the big juice brands as only 39% of consumers think that juice brands are worth paying more for, although larger households and those with children are more likely to agree, suggesting that brands need to do more to engage with both younger and older adults, with the younger group the ones who have increased their consumption in the last year.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

              • A healthier way to recover
                • Get a taste of this
                • Market in Brief

                  • Fruit juice and juice drink market showing signs of stability
                    • Juice drinks win as consumers seek out greater value
                      • Innovation suffers from slowdown
                        • Big brands looking to topple own-label’s dominance
                          • Both off- and on-trade channels see growth
                            • Promotional expenditure remains sluggish
                              • Consumer usage and attitudes towards fruit juice and juice drinks
                              • Internal Market Environment

                                • Key points
                                  • Rising raw material costs – a major issue for the market
                                    • A healthy diet is important but only at the right price
                                      • Figure 1: Agreement with lifestyle statements on diet/health, 2006-10
                                    • Heavy users in decline
                                      • Figure 2: Frequency of drinking ready-to-drink fruit and vegetable juices and smoothies^, 2006-10
                                    • Alternatives to juice, while more popular, are also suffering from a fall in consumption
                                      • Interest in premium persists within the market
                                        • Children remain an important market
                                          • Figure 3: Drink fruit juice, smoothies or fruit drinks in small cartons or small bottles – 7-14s, 2005-09
                                        • Breakfast is an important time for consumption
                                          • Figure 4: Frequency of eating breakfast at home, March 2010
                                        • Government initiatives offer long-term opportunities for the juice market
                                            • Figure 5: Where drink fruit juice, smoothies or fruit drinks most – 7-14s, 2005-09
                                        • Broader Market Environment

                                          • Key points
                                            • Popularity of juice with young adults presents opportunities
                                              • Figure 6: Trends in the age structure of the UK population, 2005-15
                                            • AB market remains key for the juice sector
                                              • Figure 7: Forecast adult population trends, by socio-economic group, 2005-15
                                          • Competitive Context

                                            • Key points
                                              • Fruit juice and juice drinks face tough competition
                                                • Figure 8: Types of non-alcoholic drinks drunk, 2006-10
                                              • Fruit juices are the key product in the RTD market
                                                • Figure 9: Types of RTD juices drink most often, 2008-10
                                              • Performance for fruit juice appears more positive amongst children
                                                • Figure 10: Types of non-alcoholic drinks drunk – 7-14s, 2005-09
                                            • Strengths and Weaknesses in the Market

                                              • Strengths
                                                • Weaknesses
                                                • Who’s Innovating?

                                                  • Key points
                                                    • Juice segment dominates as number of new products fall back
                                                      • Figure 11: New product innovations, by sub-category, 2007-10*
                                                    • Ethical and environmental claims on the rise
                                                      • Figure 12: New product innovations, by claims category (fruit-flavoured drinks/fruit juice), 2007-10*
                                                    • Innovation towards premium continues
                                                      • Kids remain an important market
                                                        • Apples and orange prove most popular with manufacturers
                                                          • Figure 13: New product innovations, by top 20 flavours (fruit-flavoured drinks/fruit juice), 2007-10*
                                                        • Brands begin to re-exert their presence
                                                          • Figure 14: New product innovations – branded v own-label (fruit-flavoured drinks/fruit juice), 2007-10*
                                                        • Big brands and supermarkets dominate innovations
                                                          • Figure 15: New product innovations, by top 20 companies (fruit-flavoured drinks/fruit juice), 2007-10*
                                                        • Ambient products dominate market
                                                          • Figure 16: New product innovations, by storage (fruit-flavoured drinks/fruit juice), 2007-10*
                                                        • Cartons and bottles dominate packaging
                                                          • Figure 17: New product innovations, by package type (fruit-flavoured drinks/fruit juice), 2007-10*
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Juice market shows signs of slowdown in face of recession
                                                            • Figure 18: UK on- and off-trade sales of fruit juices and juice drinks, by volume and value, 2005-15
                                                          • Juice drinks perform well as consumers trade down
                                                            • Figure 19: UK on- and off-trade sales of fruit juice and juice drinks, by type, by volume and value, 2005-10
                                                          • Future for the fruit juice and juice drinks market
                                                            • Figure 20: Sales and forecast of the UK fruit juice and juice drinks market, by value, 2005-15
                                                          • Forecast methodology
                                                          • Market Segmentation – Pure Fruit Juice

                                                            • Key points
                                                              • Total market for fruit juice
                                                                • Figure 21: UK sales of pure fruit juice, by value, 2005-15
                                                              • Downtrading by consumers hits off-trade sales
                                                                • Figure 22: UK off-trade sales of pure fruit juice, by volume and value, 2005-10
                                                              • On-trade sales sluggish with competitive pricing an issues
                                                                • Figure 23: UK on-trade sales of pure fruit juice, by volume and value, 2005-10
                                                              • Ambient vs. chilled – NFCs charge ahead
                                                                • Figure 24: UK off-trade sales of pure juice, by value, by sector, 2005-10
                                                              • Orange remains the most popular flavour yet with increased competition
                                                                • Figure 25: UK off-trade sales of pure juice, by flavour, by volume, 2005-10
                                                            • Market Segmentation – Juice Drinks

                                                              • Key points
                                                                • Total market for juice drinks
                                                                  • Figure 26: UK sales of juice drinks, by value, 2005-15
                                                                • Off-trade – sales remain buoyant despite economic slowdown
                                                                  • Figure 27: UK off-trade sales of juice drinks, by value, 2005-10
                                                                • On-trade – mixed fortunes with pubs suffering from falling sales
                                                                  • Figure 28: UK on-trade sales of juice drinks, by value, 2005-10
                                                                • Adults prove an increasingly important sector for manufacturers
                                                                  • Figure 29: UK off-trade sales of juice drinks, by target age group, by value, 2005-10
                                                                • Health concerns raise interest in juice content
                                                                  • Figure 30: UK off-trade sales of juice drinks, by juice content, by value, 2005-10
                                                                • Orange remains a popular flavour with consumers
                                                                  • Figure 31: UK off-trade sales of juice drinks, by flavour, by volume, 2005-10
                                                              • Market Share

                                                                • Key points
                                                                  • Fruit juices – Tropicana strengthens share as recession bites
                                                                    • Figure 32: Off-trade sales shares of pure juices, by manufacturer, by brand, 2005-10
                                                                  • Juice drinks – expansion in market value leads to heightened competition
                                                                    • Figure 33: Off-trade sales shares of juice drinks, by manufacturer, by brand, 2005-10
                                                                • Companies and Products

                                                                  • PepsiCo
                                                                    • Coca-Cola Enterprise
                                                                      • Britvic
                                                                        • GlaxoSmithKline (GSK)
                                                                        • Brand Elements

                                                                            • Key points
                                                                              • Brand map
                                                                                  • Figure 34: Attitudes towards and purchase of fruit juice and juice drink brands, May 2010
                                                                                • Brand qualities of fruit juice and juice drink brands
                                                                                  • Tropicana tops for health and refreshment
                                                                                    • Figure 35: Personalities of various fruit juice and juice drink brands, May 2010
                                                                                  • Experience of fruit juice and juice drink brands
                                                                                    • Ribena mist widely consumed
                                                                                      • Figure 36: Consumer purchase of various fruit juice and juice drink brands, May 2010
                                                                                    • Brand consideration for fruit juice and juice drink brands
                                                                                      • Little-known brands most considered
                                                                                        • Figure 37: Consideration of various fruit juice and juice drink brands, May 2010
                                                                                      • Brand satisfaction for fruit juice and juice drink brands
                                                                                        • Competition at the top
                                                                                          • Figure 38: Satisfaction with various fruit juice and juice drink brands, May 2010
                                                                                        • Brand commitment to fruit juice and juice drink brands
                                                                                          • Tropicana has highest commitment
                                                                                            • Figure 39: Commitment to various fruit juice and juice drink brands, May 2010
                                                                                          • Brand intentions for fruit juice and juice drink brands
                                                                                            • Most satisfying brands have best retention
                                                                                              • Figure 40: Future usage intentions for various fruit juice and juice drink brands, May 2010
                                                                                            • Brand recommendation for fruit juice and juice drink brands
                                                                                              • Most natural are most recommended
                                                                                                • Figure 41: Recommendation of various fruit juice and juice drink brands, May 2010
                                                                                              • Ribena
                                                                                                • What the consumer thinks
                                                                                                  • Figure 42: Attitudes towards the Ribena brand, May 2010
                                                                                                • Strengths
                                                                                                  • Room for improvement
                                                                                                    • Robinsons Fruit Shoot
                                                                                                      • What the consumer thinks
                                                                                                        • Figure 43: Attitudes towards the Robinsons Fruit Shoot brand, May 2010
                                                                                                      • Strengths
                                                                                                        • Room for improvement
                                                                                                          • Sunny D
                                                                                                            • What the consumer thinks
                                                                                                              • Figure 44: Attitudes towards the Sunny D brand, May 2010
                                                                                                            • Strengths
                                                                                                              • Room for improvement
                                                                                                                • J2O
                                                                                                                  • What the consumer thinks
                                                                                                                    • Figure 45: Attitudes towards the J2O brand, May 2010
                                                                                                                  • Strengths
                                                                                                                    • Room for improvement
                                                                                                                      • Tropicana
                                                                                                                        • What the consumer thinks
                                                                                                                          • Figure 46: Attitudes towards the Tropicana brand, May 2010
                                                                                                                        • Strengths
                                                                                                                          • Room for improvement
                                                                                                                          • Brand Communication and Promotion

                                                                                                                            • Key points
                                                                                                                              • Advertising expenditure feeling the pinch
                                                                                                                                • Figure 47: Main monitored media advertising spend on fruit juices and juice drinks*, 2005/06-2009/10
                                                                                                                              • Coca-Cola dominates market in terms of support
                                                                                                                                • Figure 48: Main monitored media advertising spend on fruit juices and fruit juice drinks, by advertiser*, 2007/08-2009/10
                                                                                                                              • Oasis receives most support overall between 2007 and 2009
                                                                                                                                • Figure 49: Main monitored media advertising spend on fruit juices and fruit juice drinks, by brand, January 2007-December 2009
                                                                                                                              • Support focused on key brands
                                                                                                                                • Capri-Sun and J2O receive recent support
                                                                                                                                  • Retailers weigh in with promotional activity
                                                                                                                                  • Channels to Market

                                                                                                                                    • Key points
                                                                                                                                      • Pubs and clubs see share of sales slip back
                                                                                                                                        • Figure 50: Value sales of fruit juice and juice drinks, by outlet channel, 2005-10
                                                                                                                                      • Workplace catering and leisure prove attractive channels
                                                                                                                                        • Supermarkets help drive forward off-trade sales
                                                                                                                                        • Consumer Usage of Fruit Juice and Juice Drinks

                                                                                                                                          • Key points
                                                                                                                                              • Figure 51: Penetration of non-alcoholic drinks in the past year, July 2010
                                                                                                                                            • Fruit juice and juice drinks in context
                                                                                                                                              • Category profiling – juice vs water
                                                                                                                                                • Health priorities
                                                                                                                                                  • The impact of negative health claims
                                                                                                                                                    • Juice drinks have limited adult appeal
                                                                                                                                                      • Something for the purists
                                                                                                                                                        • Range and repertoire
                                                                                                                                                          • Figure 52: Repertoire of penetration of non-alcoholic drinks in the past year, July 2010
                                                                                                                                                        • Minimalists
                                                                                                                                                            • Figure 53: Penetration of non-alcoholic drinks in the past year, by repertoire of penetration of non-alcoholic drinks in the past year, July 2010
                                                                                                                                                          • Moderate repertoires benefit other categories
                                                                                                                                                            • More variety
                                                                                                                                                              • The big drinkers
                                                                                                                                                                • Figure 54: Who people buy fruit juice for most often, by repertoire of penetration of non-alcoholic drinks in the past year, July 2010
                                                                                                                                                                • Figure 55: Factors influencing fruit juice/smoothie brand choice, by repertoire of penetration of non-alcoholic drinks in the past year, July 2010
                                                                                                                                                            • Frequency of Consumption and Factors Influencing Choice

                                                                                                                                                              • Key points
                                                                                                                                                                  • Figure 56: Fruit juice consumption, July 2010
                                                                                                                                                                • Age-old commitment
                                                                                                                                                                  • Selfish pleasures vs family finance
                                                                                                                                                                    • Ever steady
                                                                                                                                                                      • Factors influencing choice of fruit juice and juice drinks
                                                                                                                                                                        • Figure 57: Factors influencing fruit juice/smoothie brand choice, July 2010
                                                                                                                                                                      • Having their fruit – and eating it
                                                                                                                                                                        • Back in the real world
                                                                                                                                                                          • Ethics a lower priority
                                                                                                                                                                            • Being clear on the matter
                                                                                                                                                                            • Attitudes towards Fruit Juice and Juice Drinks

                                                                                                                                                                              • Key points
                                                                                                                                                                                  • Figure 58: Statements on fruit juices, July 2010
                                                                                                                                                                                • Addressing the male deficit
                                                                                                                                                                                  • Lacklustre loyalty
                                                                                                                                                                                    • The negatives
                                                                                                                                                                                      • Sugar sugar
                                                                                                                                                                                        • Elements of scepticism
                                                                                                                                                                                        • Targeting Opportunities

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Figure 59: Fruit juice target groups, July 2010
                                                                                                                                                                                          • The Sceptics – 36% of consumers
                                                                                                                                                                                            • Drinking habits
                                                                                                                                                                                              • Buying behaviour
                                                                                                                                                                                                • Influences
                                                                                                                                                                                                  • Demographic profile
                                                                                                                                                                                                    • Fervent About Fruit Juice – 26%
                                                                                                                                                                                                      • Drinking habits
                                                                                                                                                                                                        • Buying behaviour
                                                                                                                                                                                                          • Influences
                                                                                                                                                                                                            • Demographic profile
                                                                                                                                                                                                              • Value Squeezers – 22%
                                                                                                                                                                                                                • Drinking habits
                                                                                                                                                                                                                  • Buying behaviour
                                                                                                                                                                                                                    • Influences
                                                                                                                                                                                                                      • Profile
                                                                                                                                                                                                                        • Fizz Over Fruit – 16%
                                                                                                                                                                                                                          • Drinking habits
                                                                                                                                                                                                                            • Buying behaviour
                                                                                                                                                                                                                              • Influences
                                                                                                                                                                                                                                • Profile
                                                                                                                                                                                                                                • Appendix – Internal Market Environment

                                                                                                                                                                                                                                    • Figure 60: Types of fruit juice, smoothies or fruit drinks drunk most often – 7-14s, 2008 and 2009
                                                                                                                                                                                                                                    • Figure 61: Where drink fruit juice, smoothies or fruit drinks most – 7-14s, 2005-09
                                                                                                                                                                                                                                • Appendix – Who’s Innovating?

                                                                                                                                                                                                                                    • Figure 62: New product innovations, by claim, 2007-10*
                                                                                                                                                                                                                                    • Figure 63: New product innovations, by top 20 flavour components (fruit-flavoured drinks/fruit juice), 2007-10*
                                                                                                                                                                                                                                • Appendix – Consumer Usage of Fruit Juice and Juice Drinks

                                                                                                                                                                                                                                    • Figure 64: Most popular penetration of non-alcoholic drinks in the past year, by demographics, July 2010
                                                                                                                                                                                                                                    • Figure 65: Next most popular penetration of non-alcoholic drinks in the past year, by demographics, July 2010
                                                                                                                                                                                                                                    • Figure 66: Other penetration of non-alcoholic drinks in the past year, by demographics, July 2010
                                                                                                                                                                                                                                    • Figure 67: Repertoire of penetration of non-alcoholic drinks in the past year, by demographics, July 2010
                                                                                                                                                                                                                                • Appendix – Frequency of Consumption and Factors Influencing Choice

                                                                                                                                                                                                                                    • Figure 68: Fruit juice consumption, by demographics, July 2010
                                                                                                                                                                                                                                    • Figure 69: Fruit juice consumption, by statements on fruit juices, July 2010
                                                                                                                                                                                                                                    • Figure 70: Fruit juice consumption, by statements on fruit juices, July 2010
                                                                                                                                                                                                                                    • Figure 71: Fruit juice consumption, by statements on fruit juices, July 2010
                                                                                                                                                                                                                                    • Figure 72: Fruit juice consumption, by statements on fruit juices, July 2010
                                                                                                                                                                                                                                    • Figure 73: Fruit juice consumption, by statements on fruit juices, July 2010
                                                                                                                                                                                                                                    • Figure 74: Fruit juice consumption, by statements on fruit juices, July 2010
                                                                                                                                                                                                                                    • Figure 75: Fruit juice consumption, by who people buy fruit juice for most often, July 2010
                                                                                                                                                                                                                                    • Figure 76: Fruit juice consumption, by statements on fruit juices, July 2010
                                                                                                                                                                                                                                    • Figure 77: Fruit juice consumption, by statements on fruit juices, July 2010
                                                                                                                                                                                                                                    • Figure 78: Fruit juice consumption, by statements on fruit juices, July 2010
                                                                                                                                                                                                                                    • Figure 79: Fruit juice consumption, by statements on fruit juices, July 2010
                                                                                                                                                                                                                                    • Figure 80: Fruit juice consumption, by statements on fruit juices, July 2010
                                                                                                                                                                                                                                    • Figure 81: Fruit juice consumption, by statements on fruit juices, July 2010
                                                                                                                                                                                                                                    • Figure 82: Fruit juice consumption, by statements on fruit juices, July 2010
                                                                                                                                                                                                                                    • Figure 83: Fruit juice consumption, by statements on fruit juices, July 2010
                                                                                                                                                                                                                                    • Figure 84: Fruit juice consumption, by statements on fruit juices, July 2010
                                                                                                                                                                                                                                    • Figure 85: Fruit juice consumption, by statements on fruit juices, July 2010
                                                                                                                                                                                                                                    • Figure 86: Fruit juice consumption, by statements on fruit juices, July 2010
                                                                                                                                                                                                                                    • Figure 87: Fruit juice consumption, by statements on fruit juices, July 2010
                                                                                                                                                                                                                                    • Figure 88: Most popular factors influencing fruit juice/smoothie brand choice, by demographics, July 2010
                                                                                                                                                                                                                                    • Figure 89: Next most popular factors influencing fruit juice/smoothie brand choice, by demographics, July 2010
                                                                                                                                                                                                                                • Appendix – Attitudes towards Fruit Juice and Juice Drinks

                                                                                                                                                                                                                                    • Figure 90: Statements on fruit juices, by demographics, July 2010
                                                                                                                                                                                                                                    • Figure 91: Statements on fruit juices, by demographics, July 2010
                                                                                                                                                                                                                                    • Figure 92: Statements on fruit juices, by demographics, July 2010
                                                                                                                                                                                                                                    • Figure 93: Statements on fruit juices, by demographics, July 2010
                                                                                                                                                                                                                                    • Figure 94: Statements on fruit juices, by demographics, July 2010
                                                                                                                                                                                                                                    • Figure 95: Statements on fruit juices, by demographics, July 2010
                                                                                                                                                                                                                                • Appendix – Targeting Opportunities

                                                                                                                                                                                                                                    • Figure 96: Target groups, by demographics, July 2010
                                                                                                                                                                                                                                    • Figure 97: Statements on fruit juices, by target groups, July 2010
                                                                                                                                                                                                                                    • Figure 98: Penetration of non-alcoholic drinks in the past year, by target groups, July 2010
                                                                                                                                                                                                                                    • Figure 99: Fruit juice consumption, by target groups, July 2010
                                                                                                                                                                                                                                    • Figure 100: Who people buy fruit juice for most often, by target groups, July 2010
                                                                                                                                                                                                                                    • Figure 101: Factors influencing fruit juice/smoothie brand choice, by target groups, July 2010

                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                                                • Asda Group Ltd
                                                                                                                                                                                                                                • Bank of England
                                                                                                                                                                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                                                                • Britvic Soft Drinks
                                                                                                                                                                                                                                • Channel 4
                                                                                                                                                                                                                                • Co-operative Group
                                                                                                                                                                                                                                • Coca-Cola Enterprises, Inc.
                                                                                                                                                                                                                                • Coca-Cola GB
                                                                                                                                                                                                                                • Del Monte Foods
                                                                                                                                                                                                                                • Department of Health
                                                                                                                                                                                                                                • Ella's Kitchen Ltd
                                                                                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                                                                                • Food Standards Agency
                                                                                                                                                                                                                                • Gerber Foods Soft Drinks Limited
                                                                                                                                                                                                                                • GlaxoSmithKline Plc
                                                                                                                                                                                                                                • Government Actuary's Department (GAD)
                                                                                                                                                                                                                                • Grove Fresh
                                                                                                                                                                                                                                • Innocent Drinks Ltd
                                                                                                                                                                                                                                • J. Sainsbury
                                                                                                                                                                                                                                • Kantar Media
                                                                                                                                                                                                                                • Lidl (UK)
                                                                                                                                                                                                                                • Marks & Spencer
                                                                                                                                                                                                                                • Metro Drinks
                                                                                                                                                                                                                                • mmO2 plc
                                                                                                                                                                                                                                • Netto Foodstores Ltd
                                                                                                                                                                                                                                • New Covent Garden Food Co
                                                                                                                                                                                                                                • Nichols plc
                                                                                                                                                                                                                                • Nintendo UK Entertainment Ltd
                                                                                                                                                                                                                                • Ocean Spray Cranberries, Inc
                                                                                                                                                                                                                                • Orange plc (UK)
                                                                                                                                                                                                                                • Pepsi-Cola UK
                                                                                                                                                                                                                                • PepsiCo Inc
                                                                                                                                                                                                                                • Princes Foods
                                                                                                                                                                                                                                • Procter & Gamble UK & Ireland
                                                                                                                                                                                                                                • Purity Soft Drinks Ltd
                                                                                                                                                                                                                                • RDA Organic
                                                                                                                                                                                                                                • Red Bull UK
                                                                                                                                                                                                                                • Rubicon Drinks Ltd
                                                                                                                                                                                                                                • School Food Trust
                                                                                                                                                                                                                                • Sunny Delight Beverages Company
                                                                                                                                                                                                                                • Sunsweet Growers Inc.
                                                                                                                                                                                                                                • T-Mobile (UK) Ltd
                                                                                                                                                                                                                                • Tesco Plc
                                                                                                                                                                                                                                • The Feel Good Drinks Company
                                                                                                                                                                                                                                • Tropicana UK
                                                                                                                                                                                                                                • Twitter, Inc.
                                                                                                                                                                                                                                • Vimto Soft Drinks
                                                                                                                                                                                                                                • Virgin Media Ltd
                                                                                                                                                                                                                                • Vodafone Group Plc (UK)
                                                                                                                                                                                                                                • Waitrose
                                                                                                                                                                                                                                • Wm Morrison Supermarkets

                                                                                                                                                                                                                                Fruit Juice and Juice Drinks - UK - November 2010

                                                                                                                                                                                                                                £1,995.00 (Excl.Tax)