Just Juice makes splash through market innovation

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Media release
October 20, 2006

Just Juice makes splash through market innovation

Frucor Beverages is again leading the market through product innovation, this time launching New Zealand’s first fruit drink made of half juice and half spring water designed to meet the demands of consumers and nutritionists.

The newest drink on the market, Just Juice Splash, was developed using the same consumer research that saw Just Juice Bubbles last year take out the top award at the 2005 Marketing Magazine Marketing Awards. And in recent days it won the Supreme Award at the 2006 Marketing Research Effectiveness Awards.

Frucor Beverages New Zealand chief executive Carl Bergstrom says as seen with Just Juice Bubbles, the simplest ideas are often the best.

“With Just Juice Bubbles our research showed people were already mixing juice and lemonade at home. The research also revealed people are mixing juice and water, particularly for their children, so it was an obvious gap in the market,” he says.

“We were thrilled with our latest award win which clearly demonstrated the value of the partnership we have with Focus Research in developing new products that meet consumers’ and society’s needs.”

Frucor has a history of bringing innovative products to market, including V energy drinks and Mizone sports waters.

Frucor’s research findings showed people mix their juice for two key reasons. Firstly, taste - some people prefer a lighter tasting juice and by mixing it with water it is more refreshing than 100% fruit juice. Secondly, health and well-being - consumers have been calling for a lighter juice alternative. This trend is also consistent with the message from nutritionists who encourage choosing less sweet foods and drinks.

With only 89 kilojoules per 100ml (energy), no added sugar and 50% fruit juice, Just Juice Splash has more juice content and is lighter than other fruit drinks (such as Ribena and Keri Thextons).

As a result of this product development, Just Juice Splash has become the first fruit drink to comply with the Waitemata District Health Board’s Beverage Guidelines for Amber Beverages, which means that it is considered suitable for moderate consumption by school children.

“This was a key goal for us. We specifically developed this product in mind, to ensure that it met those guidelines,” says Mr Bergstom.

Along with health and wellness, the research also showed that convenience is still a growing trend. With busy, modern lifestyles, consumers are continuously seeking products that help save time. They are now asking for a juice and spring water blend that is conveniently pre-mixed, and that they know is good for them.

Just Juice Splash is available in a 3L bottles, 300ml sippers and 125ml and 300ml multi-packs. A television commercial, street posters and in-store sampling support the launch of Just Juice Splash.

ENDS

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