Ocean Spray readies new 'Grower's Reserve line
Ocean Spray readies new 'Grower's Reserve line
After a year of research and development, Ocean Spray Cranberries Inc. is preparing to reap the fruits of its labor when it launches its new "Grower's Reserve" line in early March.
Initially comprised of six all-natural, no-sugar-added, refrigerated juices, the line, which is the first "Ocean Spray"-branded, refrigerated juice program available in produce departments, will be available from Maine south to the Baltimore-Washington metropolitan area and west to Ohio. According to Mark Sherburne, general manager of produce for the Lakeville-Middleboro, MA- based cranberry cooperative, the line is comprised of the following flavors, all available in 15.2-ounce plastic bottles: Simply Squeezed Cranberry, Carrot Mango & Cranberry, Blueberry Pomegranate & Cranberry, White Tea with White Cranberry, Lemonade with White Cranberry and a protein smoothie called Strawberry Banana Cranberry.
"We are launching in the Northeast, and the first shipment is scheduled on March 5," Mr. Sherburne told The Produce News. "We have started our sales presentations and had our first customer calls. The product has been very well received to date, with accounts accepting the full line of six products."
Mr. Sherburne said that while Ocean Spray will be launching the new line in the Northeast, the next phase will begin in September, when it will expand the geographic territory of the juices as well as the product offerings under the "Grower's Reserve" line, which is a registered trademark.
"We first had a very limited test in 18 Massachusetts and Rhode Island grocery stores on the 'Grower's Reserve' product line approximately a year ago," he said. "We researched flavors, packaging and positioning over the past year and are now ready to expand the test to the Northeast, where we will focus on maximizing all elements of a product launch to include flavor profiles, customer order patterns, production schedules and merchandising plans. Our goal is to be able to move into the next phase being fully prepared to provide the best service levels possible for our accounts."
"During the past two years, Ocean Spray has turned up its marketing focus, 'Re-introducing Cranberries to America,' with a fully integrated marketing campaign leveraging taste, health and heritage," Peter Wyman, Ocean Spray's senior director of marketing for foods and produce, told The Produce News in an e-mail. "We have been selling Ocean Spray fresh cranberries in produce for over 76 years. In more recent years, our portfolio has expanded to Ocean Spray fresh grapefruits, clementines, Navel oranges, lemons and 'Craisins' - sweetened, dried cranberries. Ocean Spray 'Grower's Reserve' is a natural extension for consumers looking for high-quality refrigerated juices with functional benefits that taste good and are good for you."
Initially available in about 65-70 grocery retailers and another 65-70 health food stores, "retailers have been very, very enthusiastic," Mr. Sherburne said. "The primary focus of these 'Grower's Reserve' products will be to cross- merchandise with all other Ocean Spray products sold in produce. 'Grower's Reserve,' which would not have been possible without the efforts of a dedicated high-performing cross-functional team, will enhance the Ocean Spray produce portfolio. The juice line, combined with other Ocean Spray products now and to come, will only help take the 'Ocean Spray' brand to a new level in the produce arena."
Initially comprised of six all-natural, no-sugar-added, refrigerated juices, the line, which is the first "Ocean Spray"-branded, refrigerated juice program available in produce departments, will be available from Maine south to the Baltimore-Washington metropolitan area and west to Ohio. According to Mark Sherburne, general manager of produce for the Lakeville-Middleboro, MA- based cranberry cooperative, the line is comprised of the following flavors, all available in 15.2-ounce plastic bottles: Simply Squeezed Cranberry, Carrot Mango & Cranberry, Blueberry Pomegranate & Cranberry, White Tea with White Cranberry, Lemonade with White Cranberry and a protein smoothie called Strawberry Banana Cranberry.
"We are launching in the Northeast, and the first shipment is scheduled on March 5," Mr. Sherburne told The Produce News. "We have started our sales presentations and had our first customer calls. The product has been very well received to date, with accounts accepting the full line of six products."
Mr. Sherburne said that while Ocean Spray will be launching the new line in the Northeast, the next phase will begin in September, when it will expand the geographic territory of the juices as well as the product offerings under the "Grower's Reserve" line, which is a registered trademark.
"We first had a very limited test in 18 Massachusetts and Rhode Island grocery stores on the 'Grower's Reserve' product line approximately a year ago," he said. "We researched flavors, packaging and positioning over the past year and are now ready to expand the test to the Northeast, where we will focus on maximizing all elements of a product launch to include flavor profiles, customer order patterns, production schedules and merchandising plans. Our goal is to be able to move into the next phase being fully prepared to provide the best service levels possible for our accounts."
"During the past two years, Ocean Spray has turned up its marketing focus, 'Re-introducing Cranberries to America,' with a fully integrated marketing campaign leveraging taste, health and heritage," Peter Wyman, Ocean Spray's senior director of marketing for foods and produce, told The Produce News in an e-mail. "We have been selling Ocean Spray fresh cranberries in produce for over 76 years. In more recent years, our portfolio has expanded to Ocean Spray fresh grapefruits, clementines, Navel oranges, lemons and 'Craisins' - sweetened, dried cranberries. Ocean Spray 'Grower's Reserve' is a natural extension for consumers looking for high-quality refrigerated juices with functional benefits that taste good and are good for you."
Initially available in about 65-70 grocery retailers and another 65-70 health food stores, "retailers have been very, very enthusiastic," Mr. Sherburne said. "The primary focus of these 'Grower's Reserve' products will be to cross- merchandise with all other Ocean Spray products sold in produce. 'Grower's Reserve,' which would not have been possible without the efforts of a dedicated high-performing cross-functional team, will enhance the Ocean Spray produce portfolio. The juice line, combined with other Ocean Spray products now and to come, will only help take the 'Ocean Spray' brand to a new level in the produce arena."
