Global Juices & Fruits changes juice label
February 26, 2008
Guys ogled, women frowned and in the end, the label featuring an updated, attractive Mother Nature in her mid-20s was banished from the fruit juice line of Eagle, ID-based Global Juices & Fruits LLC.
The Mother Nature graphic was replaced in January by artwork deemed more appropriate: depictions of pomegranates and fruits such as cranberries, blueberries and mangos that are mixed with pomegranate juice to form the "Earthly Delights" line.
"[Mother Nature] wasn't sultry but she was attractive," said Chuck Watson, president of Global Juices & Fruits.
Mr. Watson said that he knew that the juices weren't moving off store shelves at the pace he felt they should, and a survey revealed that the depiction of Mother Nature was at least partly to blame. Figuring that the decision-maker consumers in stores generally are women between the ages of 25 and 55, Mr. Watson commissioned an artist to redesign the label. The new label works well with the company's motto: True to the fruit.
The "Earthly Delights" line features six juice drinks, all of which include pomegranate. The three drinks in the organic line are pomegranate, pomegranate with acai and pomegranate with cranberries that also includes Meyer lemons. The conventional juices are pomegranate, pomegranate with both mango puree and mangosteen juice, and pomegranate with blueberries. The line comes in 12-ounce glass bottles and 64-ounce plastic bottles. And a 32-ounce bottle will soon join the line, Mr. Watson said. The drinks are made of 100 percent fruit with no added sugars, colors or preservatives. To maintain nutrients and freshness, the fruit is processed at the source and shipped directly to a bottling facility in Florida, where it is pasteurized and bottled.
Global Juices & Fruits' first product was its line of fruit juices, which was launched in October 2006. At that time, there were four drink flavors, all organic. In August, the company added a line of cut-fruit-in-glass products, which includes pineapple, papaya and tropical fruit cocktail, followed shortly afterward by a mango item.
The Mother Nature graphic was replaced in January by artwork deemed more appropriate: depictions of pomegranates and fruits such as cranberries, blueberries and mangos that are mixed with pomegranate juice to form the "Earthly Delights" line.
"[Mother Nature] wasn't sultry but she was attractive," said Chuck Watson, president of Global Juices & Fruits.
Mr. Watson said that he knew that the juices weren't moving off store shelves at the pace he felt they should, and a survey revealed that the depiction of Mother Nature was at least partly to blame. Figuring that the decision-maker consumers in stores generally are women between the ages of 25 and 55, Mr. Watson commissioned an artist to redesign the label. The new label works well with the company's motto: True to the fruit.
The "Earthly Delights" line features six juice drinks, all of which include pomegranate. The three drinks in the organic line are pomegranate, pomegranate with acai and pomegranate with cranberries that also includes Meyer lemons. The conventional juices are pomegranate, pomegranate with both mango puree and mangosteen juice, and pomegranate with blueberries. The line comes in 12-ounce glass bottles and 64-ounce plastic bottles. And a 32-ounce bottle will soon join the line, Mr. Watson said. The drinks are made of 100 percent fruit with no added sugars, colors or preservatives. To maintain nutrients and freshness, the fruit is processed at the source and shipped directly to a bottling facility in Florida, where it is pasteurized and bottled.
Global Juices & Fruits' first product was its line of fruit juices, which was launched in October 2006. At that time, there were four drink flavors, all organic. In August, the company added a line of cut-fruit-in-glass products, which includes pineapple, papaya and tropical fruit cocktail, followed shortly afterward by a mango item.
