Ocean Spray has redesigned the packaging of its cranberry sauce on sale in the UK to focus on the brand’s 80-year heritage.

The company said the redesign reinforces the brand’s position as the UK’s “leading cranberry sauce”, with a market share of 54% in value terms.

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Ocean Spray business development manager Caroline Rose said: “The new-look packaging reflects our 80-year heritage as the original cranberry sauce brand and ensures we have greater stand-out on shelf. We introduced the tradition of serving cranberry sauce with turkey to the UK market back in the 1970s.”

The new-look range includes Wholeberry cranberry sauce and Smooth cranberry sauce as well a smooth cranberry and redcurrant jelly.

The company has invested GBP7m in an above- and below-the-line campaign and will be supported in the run up to Christmas with price promotions and large displays, providing increased visibility in-store.