Sunkist enters premium juice line with 'Sunkist Naturals'
Sunkist enters premium juice line with 'Sunkist Naturals'
HOUSTON -- Sunkist Inc. has entered the premium juice category with the launch of "Sunkist Naturals," a line of nutrient-rich smoothie beverages that was introduced at the Produce Marketing Association Fresh Summit, here.
The product line will be available in eight flavors in two sizes: a single-serve 15.2-ounce version as well as a one-liter size. Both sizes come in an attractive, sleek bottle, which lists the nutritional benefits. For example, Berry Cherry Bountiful is touted as being high in antioxidants and vitamins A, C and E.
The other flavors and their nutritional values are Berry Blue Bountiful (rich in vitamins B and C), Golden Mango (rich in vitamins A and C), Strawberry Dream (rich in vitamin C), Orange Cream (46 grams of protein per one-liter bottle), Glorious Greens (rich in omega 3 and vitamin C), Valencia Orange (rich in vitamin C) and Sunshine Carrot (rich in vitamins A and C).
Mark Shaw, president of Palo Alto, CA-based Maverick Brands, which is producing the juice line under license from Sunkist Growers, said that when he was looking into getting into the premium juice category, he "didn't want to be an also-ran. I wanted to have a special product that stood out. I wanted to have sleek, European packaging."
He said that all of the juice varieties contain 100 percent juice with no artificial ingredients, preservatives or genetically modified organisms. The juice is flash-pasteurized and cold aseptic-filled for a longer 60-day shelf life.
Mr. Shaw, who in the past had been involved with Ben & Jerry's ice cream and helped in the growth of that brand, had previously done some consulting for Sunkist and saw an opportunity to develop a juice line.
"I approached Robert [Verloop, vice president of marketing for Sunkist Growers] and suggested a premium juice line, and we put our heads together to figure out what was important to consumers, like taste, health, using local fruit and a trustworthy brand name," said Mr. Shaw, who added that those elements are all integral to the "Sunkist Naturals" line.
As a testament to how highly Sunkist regards this line, Mr. Verloop said that Maverick Brands is the only licensee in which Sunkist has a vested interest; other licensed products are wholly owned by the licensees.
The line, which is manufactured at a production facility in Fresno, CA, carries a premium price of $2.99 for the single-bottles and $3.99 for the one-liter bottles, but Mr. Shaw said that it is in line with other premium juice products. He said that Maverick tries to offset the costs of using the highest-quality ingredients by maintaining operating efficiencies.
The line is expected to be available at retail in mid-November, according to Peter Wilson, vice president of sales and operations for Maverick, who added that Safeway, Dierberg's and Meijer's have agreed to carry it, and additional retailers have expressed a strong interest.
The product line will be available in eight flavors in two sizes: a single-serve 15.2-ounce version as well as a one-liter size. Both sizes come in an attractive, sleek bottle, which lists the nutritional benefits. For example, Berry Cherry Bountiful is touted as being high in antioxidants and vitamins A, C and E.
The other flavors and their nutritional values are Berry Blue Bountiful (rich in vitamins B and C), Golden Mango (rich in vitamins A and C), Strawberry Dream (rich in vitamin C), Orange Cream (46 grams of protein per one-liter bottle), Glorious Greens (rich in omega 3 and vitamin C), Valencia Orange (rich in vitamin C) and Sunshine Carrot (rich in vitamins A and C).
Mark Shaw, president of Palo Alto, CA-based Maverick Brands, which is producing the juice line under license from Sunkist Growers, said that when he was looking into getting into the premium juice category, he "didn't want to be an also-ran. I wanted to have a special product that stood out. I wanted to have sleek, European packaging."
He said that all of the juice varieties contain 100 percent juice with no artificial ingredients, preservatives or genetically modified organisms. The juice is flash-pasteurized and cold aseptic-filled for a longer 60-day shelf life.
Mr. Shaw, who in the past had been involved with Ben & Jerry's ice cream and helped in the growth of that brand, had previously done some consulting for Sunkist and saw an opportunity to develop a juice line.
"I approached Robert [Verloop, vice president of marketing for Sunkist Growers] and suggested a premium juice line, and we put our heads together to figure out what was important to consumers, like taste, health, using local fruit and a trustworthy brand name," said Mr. Shaw, who added that those elements are all integral to the "Sunkist Naturals" line.
As a testament to how highly Sunkist regards this line, Mr. Verloop said that Maverick Brands is the only licensee in which Sunkist has a vested interest; other licensed products are wholly owned by the licensees.
The line, which is manufactured at a production facility in Fresno, CA, carries a premium price of $2.99 for the single-bottles and $3.99 for the one-liter bottles, but Mr. Shaw said that it is in line with other premium juice products. He said that Maverick tries to offset the costs of using the highest-quality ingredients by maintaining operating efficiencies.
The line is expected to be available at retail in mid-November, according to Peter Wilson, vice president of sales and operations for Maverick, who added that Safeway, Dierberg's and Meijer's have agreed to carry it, and additional retailers have expressed a strong interest.
