RFG has entered the fruit nectar juice market following the success of the Rhodes brand in the 100% fruit juice market.
The Rhodes fruit nectar juice range has been launched in 200ml, 1 litre and 2 litre pack sizes, with a range of five flavours: apple, guava, tropical, mediterranean and red grape.
CEO Pieter Hanekom said fruit nectar juice is more affordable than 100% fruit juice, offering consumers a high quality product which is competitively priced in the current challenging economic times.
“Ongoing innovation is a key driver of RFG’s sales and market share growth, and we aim to capitalise on the strength of the Rhodes brand as we expand into this new category,” he said.
Hanekom said the Rhodes 100% fruit juice range will be relaunched in the premium-pack prisma format in the local market, while the nectar juice will be packaged in the brick format to differentiate the product ranges on shelf.
Rhodes launched its fruit juice business in 2016 and has established itself as the strong number 2 brand in this highly competitive category with a 20% share of the 100% fruit juice market.
RFG manufactures 28% of the long life fruit juice produced in South Africa across the Rhodes brand and private label ranges for major retailers. The vertical integration of its juice products facility in Wellington and the fruit products and pulps and purees factories ensures consistent supply of raw materials and quality of the products.