Juice sales 30% up
US: New 8oz juice bottle drives record sales year from POM Wonderful
POM Wonderful posted 30 percent growth in overall juice sales last year as part of the company’s record-breaking year that also saw an 80 percent increase in fresh fruit shipments and an 80 percent boost in sales of POM POMs Fresh Arils.
More Americans were introduced to pomegranate products last year than any year in history.
Company officials credited the success of the new 8oz bottle for its unprecedented market penetration. Using a combination of targeted trade promotions, retail advertising and free-standing inserts, POM Wonderful bolstered overall sales with 66 percent of new 8oz consumers coming from outside the produce juice category.
“Our strategy was based on a simple idea: If consumers try our product, they will come back for more,” said Marc Seguin, vice president of marketing for POM Wonderful. “Two POM Wonderful pomegranates are squeezed into every 8oz bottle of juice. Clearly, health-conscious consumers like what they’re drinking. Not only did we quickly establish the 8oz bottle as a category leader, we helped drive growth across all of our POM products.
“Our 8oz bottle has grown the juice category as a whole,” he added. “We’re seeing new consumers becoming repeat purchasers and many are trading up for larger-sized bottles of POM.”
POM juice is also sold in 16oz, 24oz, 48oz and 60oz sizes. POM’s 48oz bottle held the position of the No.1 selling premium refrigerated juice throughout the year. POM Wonderful’s new 8oz size of 100% Pomegranate Juice is available at grocery stores nationwide for a suggested retail price of $1.99.
For more information:
www.pomwonderful.com
