New: The Juice Brothers Sparkling Fruit Drink

New: The Juice Brothers Sparkling Fruit Drink

It looks like The Juice Brothers’ new drink is in trouble.

We’ve noticed that The Juice Brothers’ Sparkling Fruit Drink in Woolworths has been struggling on all fronts – from on-shelf availability to price. 

Aglo has been tracking NPDs across Australia over the last two years. For this report, we examined the execution of The Juice Brothers’ Sparkling Fruit Drink (launched in March 2019).

The Juice Brothers nailed the product development.

The Juice Brothers’ Sparkling Fruit Drink, launched by Lion Dairy & Drinks, is a healthy beverage made of fruits and sparkling water. It has no added sugar or artificial flavours. This product targets an attractive and growing market in Australia.

It sounds great, looks great and there’s certainly a demand for this kind of beverage – so why hasn’t it taken off?

The Juice Brothers’ NPD has struggled to execute 5 key NPD metrics.

Despite fantastic product development, The Juice Brothers is struggling in its on-shelf execution. Aglo’s network of shoppers inspected 33 Woolworths from March 4th to March 8th to check on the new product launch and how it’s been executed. Here’s what we found:

  • The NPD was available in only 53% of the stores visited
  • Only 50% was located at eye level on the shelf

We assessed 5 key metrics for The Juice Brothers in 33 stores.

Many stores had missing SKUs, non-compliant assortments and incorrect shelf location.

Number of assortment (number of varieties) found on the shelves



Both SKUs were available only in 53% of the Woolworths stores.

Number of facings encountered on the shelf



Only 56% of the stores had the two flavours on the shelf.

Product ranged or not ranged (if shelf is empty)



87% of the stores had more than 2 facings displayed.

Product location - top / middle / bottom shelf

Shelf Location


Only 50% of the The Brothers Juice range was at eye level.

Number of retailers ranged (Aldi, IGA, Woolworths, Coles)



Only 53% of the stores were price compliant.



Weak NPD execution on the shelf.

Aglo can help you avoid or correct these problems in your NPD launch.

You can’t fix a problem you don’t know about. We have found that successful NPDs track these 5 key metrics for the first twelve weeks of their launch.

If you’re not sure how your NPD is performing, you need to start tracking before it’s delisted.

If you can’t get around to all your stores, or your team needs tools to manage the overwhelming quantity of in-store photos, contact us. Aglo can help.

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