New varieties – but not without a struggle

Why 100% fruit juice isn't always the best option

For more than 20 years, both of Rauch's key markets saw excellent growth, particularly as there was a clear distinction between the two: Happy Day was synonymous with high-quality 100% fruit juice, whereas Bravo was known for refreshing fruit nectar with the perfect combination of fruit and water. Yet in the 1990s consumers began to crave newer and more exotic varieties of fruit juice. Many of those fruits such as strawberry, cranberry and mango are anything but a pleasure to drink as a 100% fruit juice. They're either too thick, too sweet or too sour.

Several juices are a delight to the palate only if consumed as a fine nectar, diluted with a suitable quantity of water. Following from the original concept, Rauch introduced its first range of new flavours to the market under the Bravo brand, as was to be expected. But as the raw materials were considerably higher, so too was the price in comparison with other Bravo products. That annoyed many customers, and the latest products weren't as successful as earlier ones.

And so, it came to be that in 2002 Rauch decided to adapt its brand concept of versatility to a globalised world: Happy Day is now the premium brand for the best fruit juice, whether 100% fruit juice as is the case with orange, or 25% with mango. This straightforward brand promise was a hit with our customers. And it signalled a host of innovative Happy Day flavours: from seven in 1999 to more than 50 today.

Happy Day: in 2000 there were only seven flavours of this 100% fruit juice. Nineteen years later, and the range boasts just shy of 50 products, with many fine nectars such as mango or cranberry.