Ocean Spray wades into US energy drinks market

摘要

Ocean Spray is launching a juice-based energy drink it calls Crancrgy, perhaps the most ambitious product it has ever developed. The world's biggest cranberry co-operative is attempting to create a new segment in the booming US energy drinks sector which continues to be dominated by Red Bull and Monster (see Case Study on page 15). Consumer research has persuaded the Massachusetts-based co-op that mothers and other consumers are ready for a new. healthier alternative to die sugar-and-caffeine-laced beverages which are increasingly supplanting carbonated soft drinks.