Launched in 1974, Mr. Juicy provided the first chilled juice in Hong Kong, introducing orange and apple flavours and later extending its range to grape, pink grapefruit and tropical paradise. Nowadays, Mr Juicy is the clear leader in Hong Kong's chilled juice market, holding a 75% share. The core values of the Mr. Juicy brand are freshness, taste and quality. In 2003, Mr. Juicy introduced a new formulation, adding vitamins A, D, E and soluble fibre. Reflecting these new health benefits, the mascot has evolved from "Mr Juicy Fresh" to "Mr Juicy Fit". A new packaging design and communication campaign has also been built around the Mr. Juicy mascot to enhance the fun and causal tone, revitalising the brand's appeal to kids and teens. In the non-chilled juice segment, Mr. Juicy was the first brand to introduce to market the "cheer pack", a special packaging that caters to the teens and kids segment. Although Hong Kong's beverage market is a mature one, the Mr. Juicy brand is constantly breaking new ground to stay ahead of the competition. For example, it runs the "Mr. Juicy One Day One Juice Program", which aims to encourage the juice drinking habit and increase market penetration. Mr. Juicy is continually developing innovative products and packaging them in fresh and fashionable ways. These achievements were well recognised in 2002/03 and 2004/05 when Mr. Juicy was named a Superbrand in the beverage and grocery category by the Superbrands Council Hong Kong, and received the Platinum Award under the juice category of the annual Reader's Digest SuperBrand Survey for 2 consecutive years 2003 & 2004..