Grove Fresh, the UK’s leading brand of chilled Organic Fruit Juice, is to use sampling and money off coupons to support a rebranding of its existing range to Grove Organic Fruit Co. from early February 2009.

The relaunch, which includes a change of name, logo and new packaging design, is being supported by a through the line campaign, including PR, digital and product sampling throughout 2010.

The new name and packaging design has been created in an attempt to attract new consumers. Organic chilled juice has experienced declining sales over the past 18 months and the relaunch will emphasise the essence of the brand story.

Sampling will take place in stores where coupons will be available; as well as on-line activity on the Grove Fresh website.

David Patmore, managing director of Grove Fresh says: “Grove Fresh was launched in the UK as a brand in 1996 and has undergone minor design changes during this time but this redesign marks the boldest step yet in the brand’s history. The new branding will feature the name Grove Organic Fruit Co. illustrating the essence of the brand, the groves and fruit at the heart of the message – as it’s the organic fruit that provides the ultimate point of difference to consumers.”