"The new packaging aims to reinforce our refreshing properties and to continue to bring excitement to our category shoppers," said Wang Eng Chin, deputy general manager (commercial) of F&N Foods.
The new look, designed by Bonsey Design, with depiction of real fruit and a cleaner white background, is "clean and fresh" in contrast with the vibrant blue and yellow colours of the old packaging.
"The new packaging is part of a total relaunch for Fruit Tree Fresh. The improved packaging draws out the refreshing look in line with our 'made with freshly squeezed juice' positioning," Wang said.
"F&N Foods is a progressive and innovative company which is constantly looking into new product and packaging innovations to meet consumers' needs," he added.
The introduction of the packaging coincides with the introduction of three new flavours - Apple and Aloe Vera, Fruit and Vegetable and Peach, the focus of the company's latest branding television commercial.
The TVC by Leo Burnett leverages the brand's refreshing taste in a supermarket scenario where a shopper just cannot get enough of the fresh new flavours, sneakily drinking the entire tray of promotional samples. "In an entertaining and alternative way to communicate an irresistible product, Fruit Tree Fresh, it includes a singleminded story that features the range of various flavours," said Tay Guan Hin, Burnett's creative director.