Client Challenge – Identify and launch new beverage product platforms that will leverage cranberries to create new value for customers, without denigrating the existing Ocean Spray brand.
Collaborative Breakthrough – Two key insights drove two major new platforms. First, increased sophistication in consumer tastes was driving a desire for more distinctive flavors and products perceived to be healthier. Second, that roughly 5-8% of the cranberry crop each year had cranberries of a different maturity that were white instead of red, producing a lighter taste profile, yet contained all the key nutrients associated with the health benefits of traditional cranberries.
Reality – Ocean Spray 100% Premium – a line containing 100% fruit juice (no water or high-fructose concentrate added), blended with the unique flavors of specific secondary fruits (instead of “apple,” etc.). Ocean Spray White Cranberry Juices are made with special technology that separates the white berries from the red. Hundreds of millions of incremental sales were generated while protecting the integrity of the existing business.