Superfruit: twelve key case studies in marketing healthy fruit

Available formats:	Pricing:
PPT – 140 slides, product illustrations, charts and tables of data	PDF & PPT each priced at: €200/$295/£190/C$295/A$345/NZ$395/¥23000
PDF – 268 pages, 35 charts and tables, 271 colour illustrations, 12 detailed case studies	Order both the PDF and PowerPoint and save 20%: €320/$472/£305/C$472/A$552/NZ$632/¥36,000
ISBN: 978.1.906297.11.1	Publication date: June 2008

About this report

Superfruits are revolutionising the way consumers relate to fruit and fruit-based products and they’re growing their market fast. Even as recession hits the sales of many mainstream juice brands, successful superfuits are still enjoying double-digit growth.  

This book provides a checklist for superfruit success that is written as a practical “how-to” guide.

Based on twelve detailed case studies (see Contents below), this report sets out the six defining elements of creating a superfruit success.

Packaging and distribution, marketing communications, brand positioning and NPD are used to illustrate how simple strategies have brought major success. They are set out in a way that is intended to enable anyone to see what lessons they can apply to their own beverage or snack business and what lessons should be applied by anyone with ambitions in superfruits.

Crawford and Mellentin examine superfruit strategies for beverages, fresh fruit and ingredient sectors.
This practical analysis includes examples of the brand’s communications and is illustrated with supermarket sales and ingredient sales data.

“Readers of the book will be inspired when they see the possibilities for joining and expanding the superfruit market. They see the trend. They know about the push towards health ingredients. Now we hope they will see how they can be a part of it,” says co-author Karl Crawford.

Contents

Executive Summary
Introduction

Part I: Strategies in Superfruit
Chapter 1 Fruit: the future of food and health
Chapter 2 The Six Elements of Superfruit Success
Chapter 3 Superfruit market strategy
Chapter 4 Beverage strategy
Chapter 5 Fresh fruit strategy
Chapter 6 Ingredient strategy

Part II: Case Studies: Superfruits and would-be superfruits
Introduction
Case Study 1 Cranberry
Case Study 2 Pomegranate
Case Study 3 Blueberry
Case Study 4 Bilberry
Case Study 5 Mangosteen
Case Study 6 Goji
Case Study 7 Açaí
Case Study 8 Plum
Case Study 9 New Zealand blackcurrant
Case Study 10 Gold Kiwi
Case Study 11 Watermelon
Case Study 12 Cherries

 

About the authors

Karl Crawford is Business Leader for Health and Food at New Zealand’s world-renowned fruit science company HortResearch. Julian Mellentin has spent many years as a food industry analyst and consultant, and is also editor of New Nutrition Business Journal.

How to order

Insights don’t have to cost a fortune – our expertise means that, unlike anyone else, we can keep them affordable:

Insights don’t have to cost a fortune

Expertise in the business of food, nutrition and health since 1995