CAPTURING A SLICE OF THE AUSTRALIAN JUICE BAR MARKET

The popularity of Juice Bars in Australia has made consumers more aware of the possibilities of fruit juice. These savvy consumers understand that "just" orange juice is not enough. Berri Ltd of Melbourne has developed a range of innovative juice combos designed to capitalize on this trend and satisfy these demands. Berri has developed a new brand name to support these products; "Fruitful" is the brand that will be carried on all of Berri's premium "not from concentrate" chilled juices.

The popularity of Juice Bars in Australia has made consumers more aware of the possibilities of fruit juice. These savvy consumers understand that "just" orange juice is not enough. Berri Ltd of Melbourne has developed a range of innovative juice combos designed to capitalize on this trend and satisfy these demands. Berri has developed a new brand name to support these products; "Fruitful" is the brand that will be carried on all of Berri's premium "not from concentrate" chilled juices. The Fruitful SuperJuice range was launched in July 2004 and is a range of three functional fruit juice combinations - "Kickstart", "Green Zone" and "Immune"; they are packaged in 1litre Pure Pak® cartons and are also available in single serve 400ml packs. For the juice bar fan, the brand offers a "juice bar in the fridge", yet for the non-juice bar customer it offers the innovative, healthy combinations of the juice bar environment without the hassle of queues and the outlets' very young consumer profile. Rather than health fanatics, the key target audience is young singles and couples in the 24 to 40 age range - real people with "on the go" lifestyles and above average disposable incomes. The Fruitful brand is positioned as being "creative with juices" and the range is totally consistent with that positioning. Each blend contains 99% fruit juice, with no preservatives, no added sugar, colours, flavours, concentrates, or extra water included. All three are boosted with holistic ingredients selected to complement the natural benefits of the fruit. "Kickstart" contains apple, banana and blueberry with Guarana, Ginko and Ginseng. "Green Zone" is a blend of apple, orange, banana, pineapple, mango and passion fruit with wheat grass, barley grass and Spirulina. "Immune" blends apple, pineapple and guava juice with Echinacea and anti-oxidants