The Juicy Push Behind Fruit2day

Hero, an international branded consumer-foods group, is hoping to make a splash in the U.S. juice category with the introduction of Fruit2day—juice that contains real pieces of fruit. The company, which already sells the product in Europe, will support the launch with a TV campaign breaking this week. Fruit2day comes in four varieties: Cherry grape, mango peach, pineapple banana and strawberry orange; a two-pack sells for $3.79. Scott Stevens, vp of marketing for Hero-WhiteWave, the joint venture that was formed to market the product in the U.S., said Fruit2day helps meet the recommended daily four servings of fruit, and is ideal for health-conscious consumers with busy schedules. The effort for Fruit2day, via kirshenbaum bond + partners, New York, carries the tagline, “A new way to eat fruit.” Stevens chatted with Brandweek about the new campaign, the product’s growth potential and how health and convenience are driving the category. Here’s what he had to say:

Brandweek: You’ve launched a campaign this week to promote Fruit2day, a new convenience drink with real fruit bits. How is this different from other products in the category?
Scott Stevens: It’s an all-natural fruit juice—fruit puree with real bits of fruit in it. We tend to call it a fruit snack—the act of drinking and chewing on the little bits of fruit at the same time provides a filling, satisfying snack for people. When we look at the category of convenient fruit, broadly speaking, there are premium juices that some people purchase to get fruit in their diet. But Fruit2day is unique, given that it has little pieces of fruit in it and it’s packaged in a [way] that gives you two servings of fruit, no sugar added, no preservatives and it only has 110 to 120 calories.

BW: So how exactly would you categorize the product?
SS: To some extent, we are a hybrid between premium juice and prepackaged, cut fruit as we offer a more convenient format for getting fruit in your diet rather than having to use a fork or a spoon to eat a little tub of cut fruit.

BW: What’s driving demand for this product?
SS: When you step back and look at the broader trends that are going on out there, people are continually looking for healthy, all natural food and beverage options that fit into their busy, hectic, on-the-go lifestyles. Those are big, macro trends that are driving that. We are absolutely seeing a lot of growth in this area. We think we’ve got a really unique way of addressing that need for consumers and I believe we can continue to help drive a lot of growth in the category.

As much as some people love fruit, 90 percent of people don’t get the recommended daily amount of fruit in their diet. This product has potential because whole fruit can be inconvenient because you have to peel it and you have to deal with it getting spoiled or bruised.

BW: The brand’s been building distribution since May. How is it doing? Is it available in all food, drug and mass channels and what kind of consumer response have you gotten as a result of it?
SS: We started shipping nationally in May. We’ve had tremendous response from retailers across the country. We’re building distribution in national grocery stores, retailers and natural food stores every week. The club stores are carrying it also. We have mass merchandisers who have accepted it or are getting ready to bring it to their stores. You look everywhere and you can start to find it. At the same time, now that we have been building distribution, we are seeing consumer purchase behavior begin to build up as they become more and more aware of it. We are reaching the tip of the inflection point where we’re ready to turn on the broader marketing and media messaging behind the brand to further accelerate the whole awareness and brand building curve.