11 September 2007
Minute Maid Extends Healthy Juice Range With £8 Million Marketing Campaign
Coca-Cola Great Britain (CCGB) has revitalised and extended its 'Minute Maid' portfolio with the launch of a number of new variants of the juice-based wellness brand into the UK this September.
Starting in November and rolling into 2008, the £8m campaign will include TV, outdoor and PR. Creative executions have been developed by VCCP and will appear across a range of terrestrial and satellite channels, with outdoor appearing in large format.
With consumers more than ever focused on diet and lifestyle, they are increasingly seeking products that are convenient and healthy without compromising on taste. While the health and wellbeing segment is currently experiencing impressive growth, extensive consumer research conducted by 'Minute Maid' revealed that many consumers are confused by the different products and messages in the market.
The new range is positioned as 'keeping well made simple' for consumers and includes products that meet specific everyday occasions for families, working adults and older people. It has been designed with nutritionists for consumers who are keen to lead healthier lifestyles, but are turned off by scientific jargon and terminology that fails to explain simple benefits.
Juice and juice drinks with health benefits is the fastest growing sector in chilled juice and juice drinks. The total chilled juice sector 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 that is driving growth.
'Minute Maid' Nutri Top Up is a simple way for families to top up with selected nutrients each day. It has been created in conjunction with nutritionists and food scientists and is free from colours, flavours and sweeteners. Each 250ml serving provides 30% RDA of key vitamins and each portion also provides consumers with one of their recommended 'five a day'.
• Nutri Top Up Tropical - 1 litre
• Nutri Top Up Apple & Berries - 1 litre
• Nutri Top Up Citrus Blend - 1 litre
The 'Minute Maid' Specific Benefits range is launching in two variants, Cell Defence and Digestive Wellbeing.
'Minute Maid' Cell Defence is a 70% juice drink, with antioxidant power from green tea, grape skin and seed extracts. A blend with apple, grape, blueberry and pomegranate, it is free from artificial colours, added sugars or sweeteners and again, each 250 ml portion gives consumers one of their 'five a day'.
'Minute Maid' Digestive Wellbeing is a prebiotic juice drink. It contains 70% juice from apple, apricots, orange and carrots and apple juices, as well as being a source of prebiotic fibres to promote a healthy gut. Digestive Wellbeing is also free from artificial flavours, artificial colour and preservatives, as well as artificial sweeteners and is also one of the five portions of fruit or vegetables a day.
The 'Minute Maid' Breakfast on the Go smoothie range is launching in two flavour variants, Summer Fruits and Citrus. Served in a convenient 330ml bottle, the delicious drinks are aimed at working adults whose busy lives mean they sometimes don't have time to fit in breakfast. 'Minute Maid' Breakfast on the Go contains a blend of fruit juices and is enriched with slow release energy fibre extracted from cereals - it's designed to taste great and keep energy levels topped up until lunch.
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 food scientists to develop a range of products that focus on the end health benefit for consumers. We believe that there is no real leader in wellness juices, and anticipate this new range to position 'Minute Maid' as being the category leader."
Starting in November and rolling into 2008, the £8m campaign will include TV, outdoor and PR. Creative executions have been developed by VCCP and will appear across a range of terrestrial and satellite channels, with outdoor appearing in large format.
With consumers more than ever focused on diet and lifestyle, they are increasingly seeking products that are convenient and healthy without compromising on taste. While the health and wellbeing segment is currently experiencing impressive growth, extensive consumer research conducted by 'Minute Maid' revealed that many consumers are confused by the different products and messages in the market.
The new range is positioned as 'keeping well made simple' for consumers and includes products that meet specific everyday occasions for families, working adults and older people. It has been designed with nutritionists for consumers who are keen to lead healthier lifestyles, but are turned off by scientific jargon and terminology that fails to explain simple benefits.
Juice and juice drinks with health benefits is the fastest growing sector in chilled juice and juice drinks. The total chilled juice sector 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 that is driving growth.
The range
'Minute Maid' Nutri Top Up
'Minute Maid' Nutri Top Up is a simple way for families to top up with selected nutrients each day. It has been created in conjunction with nutritionists and food scientists and is free from colours, flavours and sweeteners. Each 250ml serving provides 30% RDA of key vitamins and each portion also provides consumers with one of their recommended 'five a day'.
• Nutri Top Up Tropical - 1 litre
• Nutri Top Up Apple & Berries - 1 litre
• Nutri Top Up Citrus Blend - 1 litre
'Minute Maid' Specific Benefits
The 'Minute Maid' Specific Benefits range is launching in two variants, Cell Defence and Digestive Wellbeing.
'Minute Maid' Cell Defence is a 70% juice drink, with antioxidant power from green tea, grape skin and seed extracts. A blend with apple, grape, blueberry and pomegranate, it is free from artificial colours, added sugars or sweeteners and again, each 250 ml portion gives consumers one of their 'five a day'.
'Minute Maid' Digestive Wellbeing is a prebiotic juice drink. It contains 70% juice from apple, apricots, orange and carrots and apple juices, as well as being a source of prebiotic fibres to promote a healthy gut. Digestive Wellbeing is also free from artificial flavours, artificial colour and preservatives, as well as artificial sweeteners and is also one of the five portions of fruit or vegetables a day.
'Minute Maid' Breakfast on the Go
The 'Minute Maid' Breakfast on the Go smoothie range is launching in two flavour variants, Summer Fruits and Citrus. Served in a convenient 330ml bottle, the delicious drinks are aimed at working adults whose busy lives mean they sometimes don't have time to fit in breakfast. 'Minute Maid' Breakfast on the Go contains a blend of fruit juices and is enriched with slow release energy fibre extracted from cereals - it's designed to taste great and keep energy levels topped up until lunch.
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 food scientists to develop a range of products that focus on the end health benefit for consumers. We believe that there is no real leader in wellness juices, and anticipate this new range to position 'Minute Maid' as being the category leader."
