07 August 2007
'Minute Maid' Expands Its Range To Meet Growing Consumer Demand For Healthy Drinks
Leading juice brand 'Minute Maid' has major plans to expand its range of products to meet growing consumer demand for healthy drinks. The new products are nutritionally designed for consumers who are keen to keen to lead healthier lifestyles but are increasingly confused and cynical about health messages in the media and marketplace.
This is made worse by an over emphasis on scientific ingredient terminology found on most products labels without talking about simple benefits according to extensive consumer research conducted by 'Minute Maid'.
With demand for chilled juices with clear health benefits on the rise, 'Minute Maid' is expanding its range to include a new variety of wellness drinks that offer delicious health benefits without the complexity.
The first product in the range, 'Minute Maid' Summer Fruits, will be launched in August 2007 providing consumers with a unique 100% pure juice orange and berry blend.
The introduction of 'Minute Maid' Summer Fruits will be followed by four further brand extensions, nutritionally designed to deliver functional health benefits simply and conveniently.
The new range is positioned as making 'keeping well' simple for consumers and includes products that meet everyday occasions for families as well as the young and older adults and will be supported with a multimillion pound marketing campaign.
Juice and juice drinks with health benefits is the fastest growing category in chilled juice and juice drinks. The total chilled juice category is growing 11% in volume and juice and juice drinks with functional benefits have grown 31% in the last year, proving that health and wellness is an important and sustainable business trend and driving growth.
Since 'Minute Maid' by was launched by Coca-Cola Great Britain (CCGB) in 2005, the brand has continued to look at more innovative solutions to help consumers manage their desire to lead healthier lifestyles.
Gill McLaren, Strategic Planning and Health and Wellness Director at CCGB said: "Health and wellness is critical to CCGB and part of our growth strategy to offer consumers choice. We have worked closely with nutritionists and fruit scientists to develop a range of products that focus on the end health benefit for consumers. We believe that there is no real brand leader in wellness juices, and anticipate this new range to position 'Minute Maid' as being the market leader."
New 'Minute Maid' Summer Fruits will be stocked by the major multiples and will be first on shelf in Waitrose from the beginning of August.
Notes to Editors:
'Minute Maid' is a registered trade mark of The Coca-Cola Company.
This is made worse by an over emphasis on scientific ingredient terminology found on most products labels without talking about simple benefits according to extensive consumer research conducted by 'Minute Maid'.
With demand for chilled juices with clear health benefits on the rise, 'Minute Maid' is expanding its range to include a new variety of wellness drinks that offer delicious health benefits without the complexity.
The first product in the range, 'Minute Maid' Summer Fruits, will be launched in August 2007 providing consumers with a unique 100% pure juice orange and berry blend.
The introduction of 'Minute Maid' Summer Fruits will be followed by four further brand extensions, nutritionally designed to deliver functional health benefits simply and conveniently.
The new range is positioned as making 'keeping well' simple for consumers and includes products that meet everyday occasions for families as well as the young and older adults and will be supported with a multimillion pound marketing campaign.
Juice and juice drinks with health benefits is the fastest growing category in chilled juice and juice drinks. The total chilled juice category is growing 11% in volume and juice and juice drinks with functional benefits have grown 31% in the last year, proving that health and wellness is an important and sustainable business trend and driving growth.
Since 'Minute Maid' by was launched by Coca-Cola Great Britain (CCGB) in 2005, the brand has continued to look at more innovative solutions to help consumers manage their desire to lead healthier lifestyles.
Gill McLaren, Strategic Planning and Health and Wellness Director at CCGB said: "Health and wellness is critical to CCGB and part of our growth strategy to offer consumers choice. We have worked closely with nutritionists and fruit scientists to develop a range of products that focus on the end health benefit for consumers. We believe that there is no real brand leader in wellness juices, and anticipate this new range to position 'Minute Maid' as being the market leader."
New 'Minute Maid' Summer Fruits will be stocked by the major multiples and will be first on shelf in Waitrose from the beginning of August.
Notes to Editors:
'Minute Maid' is a registered trade mark of The Coca-Cola Company.
