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Cranberries: How Ocean Spray made them the world’s most successful superfruit
| Available formats: |
Pricing: |
PPT – 61 slides, product illustrations, charts and tables of data |
PDF & PPT each priced at:
€110/$150/£80/C$160/A$180/NZ$200/¥12,000 |
PDF – 35 pages, over 18 illustrations and charts, supported with brand sales data |
Order both the PDF and PowerPoint and save 20%: €165/$225/£120/C$240/A$270/NZ$300/¥19,000 |
| ISBN: 978-1-906297-14-5 |
Publication date: September 2008 |
Alternatively, download the Order form (pdf) |
About this report
 Cranberries’ rise to success as “the original superfruit” is well-known. Less well-understood is that cranberry sales actually declined for several years. That decline was turned around by a focus on innovative new product development and effective brand communications.
This 35 page case study shows how Ocean Spray - and other companies in the cranberry field - have already moved cranberry far beyond simple cranberry cocktail.
We look in detail at:
• The rationale for the launch of energy drinks based on cranberry as an “all-natural” energy drink for women.
• Brand extensions that have extended cranberries’ appeal to consumers looking for lower sugar and “pure juice” choices.
• Successful snack innovation with the fast-growing Craisins brand
• The growth of the cranberry ingredient business and its importance in extending cranberries to new users and new formats.
• The impact of the approval of a health claim in France
• Health-focused marketing communications
• Cranberries’ successful inroads into dietary supplements
This practical analysis includes examples of the brand’s communications and is illustrated with supermarket sales and ingredient sales data.
Packaging and distribution, marketing communications, brand positioning and NPD are used to illustrate how simple strategies have brought major success. They are set out in a way that is intended to enable anyone to see what lessons they can apply to their own beverage or snack business and what lessons should be applied by anyone with ambitions in superfruits.
CONTENTS
Executive Summary
1. Cranberries – a history of health
2. Ocean Spray
2.1 Brand strategy
2.2 Marketing communications strategy
2.3 Craisins – a healthy snack innovation
2.4 Partnering innovation to further build the brand
2.5 Energy drink taking cranberry to new places
2.6 Ingredient strategy
2.7 Summary
3. Decas – the next generation of cranberry products
4. Health claims – France first to approve cranberry claim
5. Capsules make cranberry convenient in France
About the author
Julian Mellentin is one of the world's few international specialists in the business of food, nutrition and health. Julian is the owner and editor of New Nutrition Business, the leading source of industry and market analysis, which has focused solely on researching and forecasting the nutrition business since 1995.
He is also co-author of The Functional Foods Revolution: Healthy people, healthy profits?, the first-ever book on the business of functional foods, now translated into Japanese, and with Peter Wennström of Commercialising Innovation: The Food & Health Marketing Handbook.
How to order
Download order form
Insights don’t have to cost a fortune – our expertise means that, unlike anyone else, we can keep them affordable:
| PDF & PPT each priced at: |
€110/$150/£80/C$160/A$180/NZ$395/¥12,000 |
| Order both the PDF and PowerPoint and save 20%: |
€165/$225/£120/C$240/A$270/NZ$300/¥19,000 |
For help with ordering or for more information e-mail: Miranda.mills@new-nutrition.com
Alternatively, download the Order form (pdf)
Insights don’t have to cost a fortune
Expertise in the business of food, nutrition and health since 1995
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