'Better for you' marketing & healthy snacking best for fruit business

摘要

Ocean Spray has been synonymous with cranberry juice for decades. But despite cranberries long being recognised as a "superfruit", until recently Ocean Spray hadn't made the most of its better-for-you branding opportunity. Now all that is changing. Smart marketing, snack innovation and a distribution alliance with PepsiCo are breathing new life into their business. Ocean Spray Cranberries has finally staked its 1 -billion dollar brand atop better-for-you positioning and is now squeezing the message for its every last drop. Prodded by its own market stagnation and motivated by growing consumer interest in the health properties of foods, Ocean Spray recruited a cadre of industry-experienced and marketing-savvy executives. The result is that the Massachusetts-based concern has solidified its status as the most successful American grower-owned co-operative in developing and deploying new products based on the commodity they provide, and then creating mass-market appeal for its brand.