Abstract:

Rose's have decided not to develop Rose's Lemon Juice as a cooking additive, but to concentrate its potential as a real-fruit drink for the following reasons:

1. Rose's reputation for 'adult' products, particularly Lime Juice;

2. A general familiarity with lemons and lemon juice among the population at large;

3. Consumer attitudes that associate lemon juice with Vitamin C (cold prevention) dieting is good for you;

4. PLJ's unchallenged association with slimming/dieting/health;

5. The appearance of Rose's product which is closer to the look of lemon juice squeezed at home, than is PLJ.