Can you outline the thinking behind the latest launches – the OJ, the square format bottles and vitamin water?
Lepionka: All our product launches have to have a real point of difference to that currently on the market. For example, as the largest player in New Zealand’s NFC market, this gives us specific point of difference in our product offering and branding. We use this platform to expand our juice offering as well as creating beverages that meet consumer demands, such as our Old Fashioned Quencher range. Launches in the last nine months have been: • Honest Water – packaging innovation around sustainability using PLA. • Limited Release Sicilian Blood Orange juice – a move to seasonal offerings for specific horeca clients. • Vitamin Water – following trends into the exploding enhanced water category worldwide. • A Square Bottle, which offers a point of difference and transport savings. Ron Curteis: In true Charlie’s fashion, we’ve done the unexpected and moved from the standard round bottle to a unique and distinctive square bottle, which makes our products stand out on-shelf and is more attr
