Fruits come in many varieties. Some types and species are just nice to look at; some are delicious to eat. Only a small portion, however, will yield the perfect juice. These are the ones we pick for granini – even though some of them may look a bit odd and are unlikely to catch your eye on a supermarket shelf.
In spite of the long-standing relationships we have with many of our reliable partners, we have them audited by independent quality institutes on a regular basis.
We never buy cheap fruit from spot markets. Instead, we thoroughly inspect each individual harvest to guarantee our superior quality standards.
And it is not until a given lot of fruit has passed the full set of our rigorous sensorial, ingredient and microbiological tests that it may be called ‘granini fruit’.
a brand like no other
granini has always been more than just a juice. The iconic bottle with its dimples and the promise to only ever use the best fruits set the brand apart from its competitors. From its very beginnings and continuing to this day, granini has delivered true fruitiness and wonderful taste experiences that help create little moments of pleasure in people’s everyday lives.
It’s no wonder that over the almost 50 years of its history, granini has become not just a favourite brand people enjoy at home,
but also one of those served most frequently in restaurants and bars. With chefs, bartenders and consumers it is one of the best-known and most popular brands of non-alcoholic beverages. They appreciate the reliability, passion and care granini dedicates to producing outstanding quality.
People all over Europe continue to approve of this all natural brand, which manages to convey its distinct touch of magic even through its communications that you can explore in the next section.
a brand to rely on
You may think of each of the dimples on our iconic bottles as representing one of the many good reasons why so many people prefer granini over other brands. Here are the four main principles underlying the granini best fruit promise:
only the best
Not every type of fruit makes it into granini juice. Find out about our strict selection standards.
innovating for quality
But there is more to our juices than just the very best of fruit. Learn about the ways in which we constantly strive for innovation to ever improve the quality of our products.
great care for detail
We make great efforts to preserve all the good things in every single piece of fruit. Read more about the granini production philosophy.
Nature and people around the world provide us with the very best ingredients. Learn about our efforts to give back to the planet as much as possible.
view and enjoy our communication
The Swiss commercial focuses on the iconic bottle used by granini, highlighting the quality of its content dimple by dimple.
This Spanish commercial enhances its message about the superior quality, symbolised by the dimples on the bottle, with a money-back guarantee.
In German advertising, the dimples on the bottle stand for an entirely new reason to buy granini: a new range of juices with an extremely smooth texture.
Various motifs – one message: there is true fruitiness behind every dimple.
a brand is born
Inspired by the Italian lifestyle and the country’s juices, Heinz Schürmann, an importer of Italian fine foods, brings a taste of ‘la dolce vita’ to Germany, calling his orange juice ‘granini Trinkfrucht’ (‘fruit to drink’).
designing an icon
With its new exceptional bottle, granini creates a unique trademark. Transparent and dimpled, it clearly makes granini unmistakable.
exploring new territories
The first market outside Germany for granini is Austria. In 1978 granini enters Switzerland.
the brand of a nation
granini is appointed official supplier to the German football team, which will win the FIFA World Cup in Germany that same year. No wonder the brand is known by 95% of Germans!
granini appears on tv
For the first time, the brand is promoted by TV commercials on the two largest national channels in Germany.
granini launched in european markets
granini is launched in Spain in 1986, where today it is the market leader. By the end of the decade, the brand is available in 16 countries.
preparing for a new millennium
With a range of spritzers called ‘Frucht Schorle’, later renamed ‘Frucht Prickler’, granini becomes the first nationwide German brand offering fruit juices mixed with sparkling water, adding a new offer to the segment of fruit-based beverages.
an eco-friendly bottle innovation
Following a successful launch in Switzerland, the new PET bottle is introduced in a succession of other markets. The iconic shape of the bottle, however, remains unchanged.
romania gets started
The launch in Romania gives granini a promising start in Eastern Europe.
pleasure at its best
Year after year, we do everything we can to refine our techniques and methods to create the best juice. And we never stop searching for new taste sensations and experiences. In 2011, for example, we introduced the ultra-fine processing of fruit pulp, resulting in a completely new type of juice with a smoother mouth-feel and richer flavour.