The Premium French Brand Chose Pure-Pak Curve

Previous years have seen difficult times for fruit juice in France.* Health concerns voiced in the media led to faltering demand in stores.

13/07/07 In France, CIDOU juice has been the natural, premium brand of choice for generations and is still going strong. With a premium range of 100% pure juice including seven new exotic flavours such as tangerine-clementine; apple-rhubarb; Brazilian orange; pineapple; peach-lychee-guava; red fruit-pomegranate; and a mixture of six tropical fruits (clementine, orange, white grape, pineapple, mango and banana), CIDOU offers exciting taste experiences to the French consumer of today.

With no water, sugar, additives or preservatives added, 100% pure juice from CIDOU contains nothing but the true flavour of pressed fruit. One litre of 100% pure CIDOU orange juice contains at least 2.5kg of oranges.

The story began at Mietesheim, a small village located north of Strasbourg in Alsace, where in September 1931, Jacques Mahler and his son Philippe came up with a solution to deal with a bumper crop of apples from their family farm and the apples of all their neighbours too! The first one-litre bottles of CIDOU apple juice thus graced the Alsatian tables over three-quarters of a century ago. Several generations on and the CIDOU brand is now owned by Toury.        

Previous years have seen difficult times for fruit juice in France.* Health concerns voiced in the media led to faltering demand in stores. There were increasing worries about the levels of added sugar in some drinks. This put many parents off buying juice for themselves and their children.

To put paid to these worries, premium brands are now leapfrogging the competition by choosing eye-catching packaging to differentiate themselves from cheaper products containing additives. The elegance of the one-litre Pure-Pak Curve carton with screw-cap gives CIDOU juice added on-shelf stand-out. The packaging supports a prestige 100% juice image and ensures CIDOU isn't left on the shelf.

CIDOU's new flavours are promoted with the strapline, 'filled with well-being' and are designed to provide the natural benefits of nutrients such as vitamins, fibres and minerals that are drawn exclusively from fruit, for a healthy body. These 100% pure juices contribute to the recommended daily intake of fruit and vegetables and enable CIDOU to meet the health and wellbeing trend of the increasingly sophisticated and demanding French consumer.

CIDOU juices are gently pasteurized to provide a suitable shelf-life and are sold in the supermarket chilled section.