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POM Wonderful brings pomegranates to consumers in new ways

With the pomegranate season ramping up in California, POM Wonderful, the state's largest grower and producer of fresh pomegranates, has released new products that tap into increased consumer demand for pomegranates and pomegranate products.

Just last month, POM released their new line of Antioxidant Super Teas, which combine pomegranate with iced gently brewed tea. The flavours contained in the new line include lemonade, sweet tea, honey green tea and peach passion white tea.

“We took into consideration the consumer research and popularity of certain flavour trends and preferences when deciding on the profiles for our new Antioxidant Super Teas,” said Dahlia Reinkopf, senior director of marketing for POM Wonderful. “POM Wonderful always innovates to meet consumer demand, and by combining pomegranate juice with other top selling tea flavours, POM Antioxidant Super Teas offer consumers new ways to enjoy the benefits of 100 percent pomegranate juice in a refreshing way.”

The launch of the new line coincides with a national TV campaign that will promote POM's flagship product, POM Wonderful 100% Pomegranate Juice. The commercials will focus on the health benefits of POM'S products.

“This is the first time in three years that POM Wonderful returns to television,” said Reinkopf. “Our 'Crazy Healthy' commercial campaign is timed perfectly with the start of our fresh POM season, which runs October through February. We know that more than half of our pomegranate consumers buy fresh pomegranates and pomegranate juice, so our 'Crazy Healthy' commercial campaign will help us leverage that cross-merchandising across our family of POM products. The goal of our campaign is to inspire consumers to get crazy healthy with our premium 100% Pomegranate Juice and seasonal Wonderful variety pomegranates.”

Fresh arils are another way that POM brings the health benefits and flavour of pomegranates to consumers. The POM POMS Fresh Arils come in 4.3-ounce single serving sizes and 8-ounce family sizes. Both are convenient ways that provide the fruit in a prep-free, ready-to-eat fashion. Reinkopf noted that the popularity of the arils has grown, which is good because when consumers who are drawn in by the convenience of the arils get a taste of pomegranates, they are more likely to seek out other pomegranate products.

“The demand for pomegranates continues to increase, and while whole pomegranates still account for the majority of sales, ready-to-eat options like our convenient POM POMs Fresh Arils are growing quickly,” said Reinkopf. “The fresh arils category grew more than 10 percent during the 2013 POM season, and our POM POMS Fresh Arils led the growth, with an increase of more than 20% over prior years. That helped double household penetration for arils, adding more than one million new consumers compared to the season prior. Our Fresh pomegranates also outgrew the category, reaching more than two thirds of the market share and more than one million new households since 2011.”

POM has also deployed retail promotions to increase consumer knowledge about pomegranates and how to eat them. They've supplemented those promotions with their Chef Series, which disseminates recipes incorporating pomegranates through in-store displays and social media channels.