Boost Juice Bars has given its bottled Natural Born Juice its own boost with a re-packaging of the three flavours to bring a bolder and more contemporary presence to the market place.

National marketing and promotion manager Jessica Cleeve explained the reasons for the packaging update.

“We have great faith in the Natural Born Juice range in terms of fruit combinations, freshness and flavour. However we also understood that it needed more impact on the shelf and felt this brighter, more contemporary feel would increase cut-through, and better reflect the brand Boost is today.”

The packaging has moved from a completely clear pack to a more colourfully labelled bottle boasting images of the various fruits.

Cleeve said the company was always looking for new flavours but added that the introduction of a fresh taste was dependent on the supermarkets retailing the product.

The juice, launched in the Australian market three years ago, is available in two sizes in supermarkets, cafes and delis and is produced in a joint venture with Grove Fruit Juice which is responsible for sales, distribution and manufacturing while Boost manages brand and marketing.

Boost Juice Bars is now in 11 countries and looking to further increase the presence in the UK (which boasts the store with the highest sales turnover globally), Europe, the US and Asia.

There are master franchise partner projects for China, Vietnam, Japan, India, Germany, France, Italy, Spain and Greece.

While international branding maintains the Australian standard local modifications are made and with plans for a greater Asian presence some of the possible adjustments are being rehearsed in Australia. The recent rebranding of an existing site in an area of Brisbane with a high Asian population saw the juice barÍs menu, team members, store brand and customer service reflecting the local community.