>>How is one of last year's top launches faring?
Product:: Ocean Spray White Cranberry
Company: Gerber Foods
Launch date:: January 2004
When Gerber Foods launched a trio of white cranberry combinations in January 2004, the company’s aim was to expand the cranberry category by appealing to young families with children who don’t like the tartness of red cranberry.
The juice maker followed up on its success in the US by introducing UK consumers to the range of sweeter, white cranberry-based blends under its Ocean Spray banner.
And recent sales figures suggest the company is on to a good thing. One year down the line, the three white cranberry combinations - with grape, apple or peach - have together achieved sales of £3.9m sales [ACNielsen Homescan, 52 wks to January 15 2005]. The white cranberry & grape variant has proved the most popular flavour with peach coming a close second, according to Gerber Foods, which says sales have “exceeded all expectations”.
More than 6% of ACNielsen’s consumer panel have tried the product and 34% of those returned for a second purchase.
Each variant was launched in one-litre and 1.5 litre PET formats, retailing at £1.19 and £1.49 respectively.
Gerber Foods plans to put the brand back on television later this year with a new national advertising campaign.
Two new flavours were recently added to the range - white cranberry & lychee and white cranberry blend.