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Food & Nutrition |
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Superfruit: Eight Key Case Studies in Marketing Healthy Fruit
Publication Date September 2005
Publisher New Nutrition Business
Product Type Report
Pages 59
ISBN Number 0-9546522-3-1
Product Code NNB019
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Summary
Is fruit the future of functional foods? More than any other type of food, fruit benefits from having a healthy halo, a halo that's being constantly burnished by a steady stream of news about fruit's intrinsic health benefits.
In this case study we examine market strategies and communications strategies for fruit using four "whole fruit" strategy case studies and four "fruit beverage" case studies.
The whole fruit case studies include:
- Pomegranate: branding know-how creates a healthy wonder fruit
- Blueberries: boom times
- Cranberries: the original functional food
- Aa: high energy push
The fruit beverage case studies include:
- Unilever's Knorr Vie daily dose
- Pomegreat
- Innocent Drinks
- Wild About Fruit
As with all New Nutrition Business case studies, this to-the-point 59 page analysis has been written based on in-depth interviews with relevant companies to provide you with:
- Companies' own views on the key nutritional aspects of pregnancy that they have chosen to target and why
- Information on branding and marketing strategies
- Understanding of product formats and ingredients chosen
- Colour illustrations of products
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Content
- Key point summary
- 1: Introduction: Marketing intrinsic health
- 2: Fruit: The future of functional foods
- 3: Health strategies in fruit
- 4: Marketing & Communications Strategies
- 5: Fruit Strategy case studies
- Case Study 1: Pomegranate
- Case Study 2: Blueberries
- Case Study 3: Cranberries
- Case Study 4: Aai
- 6: Fruit Beverage case studies
- Case Study 5: Unilever's daily-dose
- Case Study 6: Pomegreat
- Case Study 7: Innocent Drinks
- Case Study 8: GI helps get Wild results
- Boxes
- 1.1 Pears re-position themselves as a healthy food choice
- 3.1 Feds OK wine's naturally heart healthy ingredient
- 5.1.1 Premium prices for pomegranates
- 5.1.2 Bringing pomegranate to the mass market
- 5.3.1 Ocean Spray ventures into Europe's "daily-dose" market
- 5.4.1 Package label on Sambazon Aai and Naked Mango Aai
- 5.6.1 Pomegreat at a glance
- Photographs
- 1 Hero FruitOntbijt/Fruit Breakfast, a fruit drink which claims to contain the recommended daily
- intake of fruit and vitamins
- 2 Pom Wonderful's bottle neck tag
- 3 Promotional pamphlet advocating the health benefits of boysenberries
- 4 Pom Wonderful's globular bottles
- 5 Nantucket Nectar's Pomegranate and Pear juice
- 6 Naked Juice's Pomegranate juice blended with grape juice
- 7 Naked Juice's Blue Machine blueberry juice
- 10 Ocean Spray's Original cranberry juice
- 11 Ocean Spray's and the National Kidney Foundation's health communications poster
- 12 Oxyrell and Urell, cranberry supplements produced by French pharmaceutical, Pharmatoka
- 13 Naked Juice's Mango Aai juice drink
- 14 Zola Aai's Brazilian berry power juice beverage
- 15 Sambazon Aai juice bottles
- 16 A Dutch advertisement for Knorr Vie
- 17 Package labeling for Knorr Vie
- 18 Pomegreat's Pomegranate juice drink
- 19 Pomegreat's 1-litre Tetra Pak cartons
- 20 Innocent Drink's promotional material
- 21 Innocent Drink's Super Smoothie Detox
- 22 Innocent Drink's Smoothie for kids
- 23 Innocent Drink's Mango and Passionfruit smoothie
- 24 Wild about fruit's Apple juice range
- Boxes, Photographs and Figures
- Figures
- 5.1.1 U.S. launches of new products (1995-2005 year to 25 April) containing pomegranates, all food and beverage categories
- 5.1.2 U.S. launches of new pomegranate beverage products (1995-2005 year to 25 April)
- 5.1.3 Japanese product launches of new products (1995-2005 year to 25 April) containing pomegranate, all food and beverage categories
- 5.1.4 Japanese market launches of new pomegranate beverage products (1995-2005 year to 25 April)
- 5.2.1 Japan - leading the world in the blueberry health trend
- 5.2.2 New blueberry product launches, Europe, 1995-2005 (year to May). All food and beverage products
- 5.2.3 New blueberry product launches, Japan, 1995-2005 (year to May). All food and beverage products
- 5.2.4 New blueberry product launches, U.S., 1995-2005 (year to May). All food and beverage products
- 5.2.5 New blueberry beverage product launches, Europe, 1995-2005 (year to May)
- 5.2.6 New blueberry beverage product launches, Japan, 1995-2005 (year to May)
- 5.2.7 New blueberry beverage product launches, U.S., 1995-2005 (year to May)
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