Nestle Orchard: An iconic brand gets a new look

One of the iconic brands in Trinidad and Tobago-Nestlé Orchard- has rebranded. Nestlé Caribbean launched the new look and feel of its packaging for various Orchard juice drink products last Friday, at Nestlé’s facility in Valsayn. “As a company here in Trinidad and Tobago, we have 110 years working with this beautiful market.

And the idea is to continue adding value to the community, to the consumers and, of course, to the economy. So, we have several iconic brands here in Trinidad, and Orchard is one of them. Actually, it is a very iconic brand.



It is the market leader here, and we are very proud to have this kind of local brand that we produce here. We are probably producing this product for more than 50 years,” Market head of Nestlé Anglo-Dutch Caribbean Alejandro Moya explained. Head of Market Nestle Anglo Dutch Caribbean Alejandro Moya, centre, Consumer Marketing Manager Juices and Drinks Nestle Anglo Dutch Caribbean Stefan Trim, left, and Business Executive Officer for Juices Nestlé Pakistan Masam Abbas, right, display the new package of orchard juices at the launch held at Nestle Valsayn on Friday.

With a focus on continuing to innovate its products, Moya said they were the leaders in this category. He said the product already has the quality, adding, “So, part of our role is to innovate and to bring news to the consumer; normally, we also launch new flavours. And in this opportunity.

..is because we do have the right ingredients.

We are natural, so we have very good recipes. And now what we are changing is the packaging, basically updating the packaging to be more trending, to be more modern.” Moya is confident consumers will like the new look, indicating that positive feedback has already been received.

Asked about challenges in producing the new packaging, Moya admitted that making this kind of change in an iconic brand can come with some fear. “Nevertheless, we believe that the brand is very strong and the consumer will like it, this new image that we have, because at the end, the product is the same one, the product is delicious, it’s the regular product that everybody consumes. So, it’s more an image that is more friendly, and we are very sure that everybody’s going to like it,” he stated.

He said the biggest challenge was the thought “are really going to do this?” But Moya believes the upgrade will have a huge impact, as customers will be looking for the traditional look and will see instead the new package, which is already in stores. “But we believe that is the right impact. So, the challenge was to get the insight for consumers, and we did some research in order to validate that if that step that we’re going to do is the right one, and yes, we got a very good outcome of those research.

So, for that reason, this is why we are launching,” said Moya. For now, he said the new package will only be in Trinidad and Tobago but Nestle expects to begin exporting the rebranded products to other markets in July. Acknowledging that the market has become challenging with several competing brands, he noted, “We have a lot of new competitors with a very strong pricing strategy, and of course, that we have local production here, and it’s a challenging job to maintain the level of profit in the category and to be able to invest, continue investing in the brand, is a challenge, but we will continue to do it, because Orchard is very strong, and the idea is to continue supporting the brand.

” Head of Marketing and Communications, Siti Jones-Gordon, said the story of Orchard was not just about beverages...

“it is a tale of evolution, innovation, and a deep connection with its community.” She said further that the significance of the launch was that it reflects “local manufacturing and meeting the food sustainability needs of people in Trinidad and Tobago. That for us is one of the key points, because Orchard has also allowed for development of local talent in what we call our application group, product development and food science, it’s happening right here on this compound.

“It’s a really proud moment all around and I think today is particularly important because it marks the launch of us breathing a new breath of life into Orchard. It’s an increasingly competitive market and we want to ensure that Orchard remains relevant, that we evolve with consumers, that consumers for the next 50 years will remember us,” said Jones-Gordon..