Pom Wonderful: how innovation in science, packaging and branding can create a new superfruit category

Pom Wonderful pomegranate juice is the world's most distinctive beverage brand. First launched in 2002 in innovative and eye-catching bottles, its meteoric rise helped create a category which did not previously exist. This all-new Case Study from New Nutrition Business delivers a close-up view of Pom Wonderful's strategy and positioning and the lessons that everyone can learn from this extraordinary brand.

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PDF – 20 pages, with product illustrations, charts and tables

PPT – 58 slides with product illustrations, charts and tables

April 2010

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Pom Wonderful: how innovation in science, packaging and branding can create a new superfruit category

About this report

This all-new Case Study from New Nutrition Business delivers a close-up view of Pom Wonderful's strategy and positioning and the lessons that everyone can learn from this extraordinary brand.

Pom Wonderful's marketing communications, health claims, science base, pricing, packaging, labeling, merchandising and its signature provocative advertising are explained in detail. The case contains supermarket sales data and is illustrated with colour product images, charts and images from advertisements.

Privately-owned Pom Wonderful innovated in every aspect of the business and gave birth to the pomegranate-juice phenomenon with its high antioxidant content, heart health message, clever distribution in supermarket produce sections, premium pricing and the quality of its products.

In less than five years pomegranate went from obscure to universal.

With a supply problem on the mend by 2009, PomWonderful has initiated an ambitious comeback strategy that involved reviving its dormant plans to invade Europe and Asia.

The company aims to take pomegranate in new directions and is applying some of the key lessons from other categories to give consumers a highly concentrated daily dose of pomegranate-derived antioxidants and deliver them in more convenient formats.

1. Executive Summary
2. Creation of a new category
1. Pom Wonderful: the pioneer brand
  1. 1. Supply chain
  2. 2. Science
  3. 3. Processing
  4. 4. Taste
  5. 5. Packaging and formats
  6. 6. Super-premium pricing
  7. 7. Merchandising
  8. 8. Quirky marketing grows the brand
  9. 9. Legal challenges to defend “pure pomegranate” positioning
  10. 10. An “expert brand” in pomegranate antioxidants for heart health
3. Supply problems prompt new strategy
1. Matching supply to demand
2. Good harvests create reserves
3. Pom comeback
  1. 1. Rapid international expansion.
  2. 2. Protection of product standards.
  3. 3. Introduction of new products.
4. “Concentrated dose” strategy to create new convenience market
1. A concentrated dose of what’s good
  1. 1. PomX pills, a dietary supplement pill.
  2. 2. PomX shots, a daily dose drink.
  3. 3. PomX bars, a fruit-and-nut bar covered in dark chocolate.
2. New emphasis on marketing and distribution