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Bare naked nutrition

How the original smoothie brand went from southern Californian niche to national success

NOW US$95/€75/GBP50

Available in PDF

Working out how to combine health and convenience – and earn premium prices – is one of the biggest challenges facing product developers everywhere.

The smoothie category – smoothies are loosely defined as drinks made from 100% fruit with a thick texture – is one of the categories in which this has been successfully achieved and since the late 1990s there has been an explosion in the number of smoothie-type products. However, a remarkable number of smoothie brands launched by big brand owners, such as the Tropicana smoothie in the UK or GlaxoSmithKline Consumer Healthcare’s Plenty brand, have failed and have been withdrawn. Although formulating such product is technically easy, marketing them successfully has proven to be very challenging.

The Naked Food-Juice brand, launched in southern California in 1983, was the brand that gave birth to the smoothie category. It’s original and quirky marketing style, coupled with delicious flavours, intrinsically healthy ingredients and a very clear brand positioning and distribution story, have made Naked into an enduring success and its style is the one which all other successful smoothie brands - worldwide - have emulated.

Today Naked is moving out of the lifestyle niche into the mainstream, with U.S. retail sales exceeding $100 million in a category worth over $500 million. The Naked brand is a case study with lessons for every company trying to build a healthy juice brand.

This case study was authored by Julian Mellentin, co-author of The Functional Foods Revolution, the first-ever book on the business of functional foods, and The Food & Health Marketing Handbook.

New Nutrition Business – the experts in the global nutrition business since 1995

7 pages, two product illustrations, 3,000 words ISBN 0-9546522-2-3 Available in pdf only

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ORDERING INFORMATION

NOW US$95/€75/GBP50 ! Ordering is easy: email Miranda.mills@new-nutrition.com Or download an orderform below: Click here to download in Adobe PDF format - Print directly or save to your computer (If you do not have Adobe Acrobat Reader you can download this for free from http://www.adobe.com/products/acrobat/readstep2.html ) Please complete the form and either Fax it or mail it to the address shown on the form. If you have any difficulties with these procedures please email: Miranda.Mills@new-nutrition.com