Drink me: New juice Branding & Packaging targets the value-conscious consumer

United States – Juice producer Tropicana has launched new packaging that shows the brand is paying close attention to consumers’ growing desire for value-driven products. As shoppers shy away from expensive-looking premium goods on supermarket shelves, brands are responding by creating a new value-driven aesthetic that suggests their products offer a cheaper alternative.

Pepsi and Herbal Essences have also released products in new and deliberately average packaging in an attempt to not stand out among a host of increasingly popular value brands.