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Sunraysia Beetroot & Apple juice
This innovation initially came to life when…
Sunraysia Beetroot & Apple juice came to life when the Sunraysia team identified a growing consumer trend for beverages that have natural benefits you can feel and also taste great. The Sunraysia team became aware of research studies on the benefits of beetroot juice in relation to lowering blood pressure, and this, paired with the knowledge that heart health is a major concern for Australians, resulted in an opportunity to create a juice that combined the health of beetroots with the sweet taste of apples. With no beetroot juice readily available in Australian supermarkets, Sunraysia Beetroot & Apple juice was born.
WHAT & HOW
The purpose of this innovation is to…
Sunraysia Beetroot & Apple juice offers a convenient and natural solution for heart health that assists Australians in feeling great. Our juice may help in reducing your blood pressure.
It does this by…
Beetroots are known for their heart-health benefits, thanks to the naturally high nitrate levels contained within the vegetable. Sunraysia Beetroot & Apple juice contains significantly high levels of nitrates and consists of 72 per cent Australian beetroots blended with 28 per cent Australian apples, for a lighter, fruitier flavour, and has no added sugar or preservatives.
PURPOSE & BENEFITS
This innovation improves on what came before because…
Sunraysia Beetroot & Apple juice was the first-to-market juice of its kind readily available across Australia when it was launched in November 2010. This blend of juice had never existed before in the mass market.
Its various benefits to the customer/end-user include…
Sunraysia Beetroot & Apple juice may help in reducing blood pressure, among other potential natural benefits such as improving athletic stamina. The juice allows customers the option of not having to juice beetroots at home, which can often be messy.
COMPETITIVE LANDSCAPE
In the past, this problem was solved by…
Its predecessors/competitors include…
TARGET MARKET
It is made for…
While Sunraysia Beetroot & Apple juice is available for all Australian consumers, it is of particular interest to those who may have high blood pressure. According to The Heart Foundation, cardiovascular disease affects more than 3.4 million Australians and it is the number one killer of women in Australia. Women’s risk of heart disease increases significantly after menopause and it is an important health issue for women over 45. Women 45+ are therefore the primary target audience for the juice. During pregnancy, some women experience a rise in blood pressure; therefore pregnant women are also a secondary target audience.
DISTRIBUTION STRATEGY
It is available for sale through…
Sunraysia Beetroot & Apple juice is available on the shelf in the juice aisle at all Woolworths and Coles as well as selected independent retailers in metropolitan and regional locations around Australia.
Our marketing strategy is to…
A marketing campaign, entitled “Taking Care of Hearts,” and incorporating PR, advertising and digital is currently underway. The focus of the campaign is a giveaway of 10,000 bottles of juice, which has been promoted through Sunraysia’s website and Facebook page, as well as online advertising and an emotional video that discusses the true importance of taking care of your heart.
SUPPORTING IMAGES
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INNOVATIVE BUSINESS BUILDING PROGRAM – THE POWER OF 8
Want an ad like this?Begins 16 April 2012
5:30pm – 7:30pm | Castle Hilll
Eight of the most common challenges that businesses face will be tackled head on by 8 business specialists over 8 monthly presentations and open forum.
