Battle for the chiller aisle

From 2005, the chiller aisle became increasingly important for fruit juices. With smoothies, cheeky advertising and a lot of money from new owner Coca-Cola, Innocent from England had conquered a strong place in the chiller aisles of Europe. So far, so good. But in 2012 this competitor suddenly introduced chilled, freshly squeezed fruit juices in a carafe-style bottle. Pushed with a massive campaign, it soon became the market leader in the chiller aisle. That hurt.

Because Rauch had been offering chilled, freshly squeezed juices under the name "Rauch Fresh" since 1998. A solid fan community appreciated the "as if squeezed at home" quality and had always been happy to use cardboard packaging. What to do?

In 2014 Rauch opted for a completely new brand strategy: with the "Rauch Juice Bar" the company already had the brand that stood for high-quality, hand-squeezed juices. Under this label and with its own carafe-style bottle, Rauch dared to undertake a relaunch in the chiller aisle. With great success. Since then, the Juice-Bar carafe has asserted itself as the strong No. 2, and in many Eastern European countries it has established Rauch as the innovation leader.