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Viewing report
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Bare Naked Nutrition
New Nutrition Business, June 2004, Pages: 7
Working out how to combine health and convenience – and earn premium prices – is one of the biggest challenges facing product developers everywhere. The smoothie category – smoothies are loosely defined as drinks made from 100% fruit with a thick texture – is one of the categories in which this has been successfully achieved and since the late 1990s there has been an explosion in the number of smoothie-type products. However, a remarkable number of smoothie brands launched by big brand owners, such as the Tropicana smoothie in the UK or GlaxoSmithKline Consumer Healthcare’s Plenty brand, have failed and have been withdrawn. Although formulating such product is technically easy, marketing them successfully has proven to be very challenging. The Naked Food-Juice brand, launched in southern California in 1983, was the brand that gave birth to the smoothie category. It’s original and quirky marketing style, coupled with delicious flavours, intrinsically healthy ingredients and a very clear brand positioning and distribution story, have made Naked into an enduring success and its style is the one which all other successful smoothie brands - worldwide - have emulated.Today Naked is moving out of the lifestyle niche into the mainstream, with U.S. retail sales exceeding $100 million in a category worth over $500 million. The Naked brand is a case study with lessons for every company trying to build a healthy juice brand.
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