Ocean Spray has announced the appointment of Caroline Bethell as its new managing director for Europe, Middle East and Africa (EMEA) as part of the world-leading cranberry brand’s drive to boost its health and wellness credentials.
Previously Ocean Spray marketing director for EMEA, and prior to that category controller at Coca Cola Enterprises both in France and the UK, Bethell has spent the last six years expanding Ocean Spray’s UK business into the chilled category with its unique WholeBerry™ juice innovation. She has also built the French business into the country’s fourth juice brand and expanded Ocean Spray’s business in the Middle East.
In her new role, Bethell reports into International VP of Sales & Marketing Rob Beams, who is based at the company’s headquarters in Massachusetts, USA.
Comments Bethell: “As a business, Ocean Spray is changing its international strategy to have a stronger focus on local consumer needs, evolving from cranberry-centric to a health and wellness brand.
“Consumers are more engaged than ever with their food choices every day; they expect to know where their products come from and why. They also want to consider the wider health and nutrition benefits of what they are consuming. As an agricultural marketing cooperative owned by 700 cranberry-producing farmers, Ocean Spray is a farm-to-table company ideally placed to meet consumer’s changing needs and perceptions.
“My ambition is to build upon the trust of the millions of consumers who already love the brand every day and recruit the next generation of Ocean Spray fans, building upon its fabulous, authentic heritage and scientifically proven health credentials.”
The brand has ambitious plans to become a force in the chilled juice category, where the most health conscious consumers are looking for interesting and nutritious juice solutions.
It has been over 30 years since Ocean Spray first introduced cranberry juice to the UK with its ambient Cranberry Classic® juice drink and it still remains the number one branded cranberry juice drink.* The UK was the first market for the brand outside of North America and remains the cornerstone of the company’s international growth.