Ocean Spray Rides Diet Wave

NEW YORK As juice sales remain sluggish, Ocean Spray is trying to win back carbohydrate-phobic consumers with its first diet drink.

Diet Ocean Spray, hitting stores in March, contains 10-calories per serving, and is sweetened with Splenda. A television and print campaign, via Arnold in Boston, will target consumers who tend to cut back on juices to once a day to keep their carb counts low. Sampling and FSIs support the primary media.

“Now they can maintain their diets throughout the day but still reap the health benefits of cranberry,” like its anti-oxidant properties, said Ken Romanzi, COO of Ocean Spray.