From mid-February 2010, CCE will take on the responsibilities of the Ocean Spray juice drinks portfolio across Great Britain.
The aim of the partnership is to improve the soft drink's market share in the still juice-based category. Gerber Juice Company had handled the sales and distribution of the portfolio in the UK.
Gerber Juice Company Ltd in the UK and its European sister company Emig will manufacture Ocean Spray juice drinks throughout its major European markets of the UK, Ireland, France, Belgium and the Netherlands.
A spokeswoman for the brand said that CCE will take on the responsibility for distributing and selling the product range only but Ocean Spray would continue to market their brand.
Hubert Patricot, President of CCE said: ‘Ocean Spray is an iconic brand with a rich heritage and a wealth of untapped potential. We look forward to working closely with Ocean Spray and Gerber to exploit these growth opportunities.'
According to Nielsen in the juice drinks and smoothies category Ocean Spray was the seventh largest brand, behind Ribena and Capri Sun in 2008. Year-on-year sales in 2008 dropped by 2.9%, from £53.4m to £51.8m.
This article was first published on marketingmagazine.co.uk