Home Smart 100 2011 Sunraysia Beetroot & Apple juice (SMART 100)

Sunraysia Beetroot & Apple juice (SMART 100)

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The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.

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…

Sunraysia Beetroot & Apple juice was the first readily available beetroot juice sold in supermarkets across Australia when it was launched in November 2010. While organic/smaller beetroot juices have been launched, they have had limited distribution. Consumers would have had to buy beetroot juice from a juice bar or organic food store, or would have had to juice it at home.

Its predecessors/competitors include…

Predecessors include organic or health food stores. Since launching Sunraysia Beetroot & Apple juice in late 2010, Heinz has also launched a beetroot juice called GO BEET; however this is only available at selected health and fitness distributors.

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.

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