Del Monte® launches not from concentrate juices exclusively in Iceland

Del Monte®, the UK's number one canned fruit brand,* is extending its presence in Iceland with a new and exculsive range of not from concentrate juices. Available from the end of October in all Iceland and The Food Warehouse stores, Del Monte® Juices follow the success of the Del Monte® Frozen Fruits range, which launched in May this year.

The chilled juice range comprises Pure Orange Juice (smooth), Pure Orange Juice (with bits), Pressed Apple Juice, Pressed Pineapple Juice and Pressed Apple & Mango Juice, all in 1 litre cartons and retailing at £2 each. The new range replaces Iceland's incumbent own label chilled juice products. The October launch is supported by window posters and POS shelf edging, as well as an Iceland Bonus Card promotion, offering card holders and app users the juices for £1 each.


Martin Tilney, Senior Commercial Director for Del Monte® UK and Europe, said: "This range is a natural addition to our expanding presence in Iceland and testament to our thriving collaboration as we continue to serve shoppers with quality fruit products. Del Monte's® century-long commitment to fresh fruit with no compromise on quality gives our trusted brand the edge.
"We anticipate Del Monte® Juices will appeal to younger, health-conscious consumers looking for easy ways to boost their nutrition."


Andrew Garton, Trading Director (Chilled & Fresh) at Iceland, said: "Following a huge success in launching the Del Monte® frozen fruit range earlier this year, we are extremely excited to offer customers a brand new product using not from concentrate juices. We know our customers will be eager to try out the new product as soon as it lands on our shelves and cannot wait to receive their feedback."
Del Monte's® existing range of frozen fruit in Iceland comprises of 11 lines, including single variant packs of popular fruits such as Del Monte® Frozen Raspberries (350g) and Del Monte® Frozen Blueberries (350g), as well as convenient solution orientated offerings such as a Del Monte® Strawberry and Banana Smoothie Mix (500g). Del Monte® ambient fruit juice range, Del Monte® Lemonade Lollies and Del Monte® canned fruit are also available.


For more information on Del Monte® visit www.delmonteeurope.com.


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