ANAHEIM, CA - It was another successful event for the attendees and exhibitors at this year’s Fresh Summit in Anaheim, California. Wonderful Brands had much to share as the company showcased its full portfolio of ‘everything produce’ from new antioxidant teas to the nationwide launch of its Sweet Scarletts grapefruit.
I sat down with Jasmine Hodari, Vice President of Marketing, Paramount Farms and Paramount Citrus and Dahlia Reinkopf, Senior Director of Marketing, POM Wonderful at the 2014 show to discuss the company’s latest and greatest.
The company is gearing up to expand its footprint for Wonderful Sweet Scarletts, with the fall launch just around the corner in November. The flavorful red grapefruit variety and the newest addition to the Wonderful family, comes fresh from Texas where warm, sunny days and cool nights help the fruit to achieve its unique sweetness and quality.
“This year we are focusing on the flavor profile and versatility of Sweet Scarletts. Last year we initiated the program with a regional launch in select Midwest cities, including Chicago, Columbus, Detroit, Indianapolis in grocery, mass merchant and club stores. This year we are moving forward with a national launch with promotional volumes and marketing campaigns in both print and digital formats,” Jasmine tells me. The Sweet Scarletts are available in produce aisles from November through May.
Additionally, the company is moving into its second Wonderful Halos mandarin season. “The popularity and success of last year’s launch is allowing us to usher in the second season for Halo’s with fantastic new merchandising elements and marketing support. So, keep an eye out,” Jasmine notes.
The company is slated to spend a record $100 million over the first five years of the brand as part of an integrated consumer campaign. Available from November to April, the easy-to-eat and peel, palm-sized fruit has become a favorite among kids and adults alike.
In addition, POM Wonderful recently welcomed its nationwide launch of the company’s POM Antioxidant Super Teas with flavors that include Pomegranate Lemonade Tea, Pomegranate Sweet Tea, Pomegranate Honey Green Tea, and Pomegranate Peach Passion White Tea. The new line launched in store shelves in October, in 12 oz. sizes for $1.99 SRP.
“We took into consideration the consumer research and popularity of certain flavor trends and preferences when deciding on the profiles for our Antioxidant Super Teas. We have already had a strong positive response to the line and look forward to spreading the word on the product’s health benefits and great taste,” Dahlia tells me.
POM Wonderful is also returning to television with a “Crazy Healthy” TV campaign in October featuring four commercials that will help educate consumers on the antioxidant power of premium 100% Pomegranate Juice.
“The national campaign is designed to increase awareness of the fruit itself through its health benefits and antioxidant advantages. The concept behind the segments addresses the fruit’s attributes in a short, fun and visually entertaining way to capture the attention of our busy consumer base,” Dahlia notes.
Click here to check out our previous story and view the digital creations.
POM Wonderful also showcased the launch of its family-friendly 48 oz offering of Tropical Juice Blends in the same great flavors as the 12oz size of Tropical Juice Blends. As the growing trends in juice blends continue to grow, the company is addressing the needs of the larger household unit with the POM Hula, POM Mango and POM Coconut flavors in the larger size.
POM Hula offers pure POM, pineapple and organic apple juice while POM Mango’s combination of POM, mango and pear juice presents another tropical take. Rounding out third is POM Coconut’s blend of POM, coconut water and pineapple juice.
Congrats to Wonderful Brands, on a great PMA Fresh Summit event.