LAKEVILLE-MIDDLEBORO, Mass. (March 2008) – Consumers across the country are
experiencing an energy shortage. To reenergize busy Americans, Ocean Spray
today announced the launch of Cranergy™, its first line of juice drinks that
are naturally energizing. Cranergy™ contains real fruit juice from Ocean
Spray’s finest cranberries blended with natural energizers including five
B-vitamins, which support healthy energy production; vitamin C, which can help
boost immunity; and green tea extract. Cranberries and green tea are also known
to be high in antioxidants that help the body fight free
radicals. The new non-carbonated juice drinks are clinically shown
to improve alertness and make people feel less tired.
“The launch of Cranergy™ not only
marks our entrance into the energy drink category, it is the first ever energy
beverage to hit the juice aisles,” said Ken Romanzi, Ocean Spray’s chief
operating officer. “In developing Cranergy™, we sought to combine
naturally energizing ingredients with our popular cranberry juice products to
provide a solution for those looking for extra energy while maintaining a
healthy, low-calorie diet.”
Millions of people turn to
traditional energy sources like coffee and caffeinated soft drinks, which can
provide a jittery jolt of energy often followed by a caffeine crash shortly
after. With the launch of Cranergy™, Ocean Spray plans to help Americans get
stuff done by providing a natural energy lift they can feel good about.
Cranergy™ contains only 35 calories
per eight-ounce serving – 50 percent fewer calories than other leading energy
drinks – and is sweetened with Splenda® Brand Sweetener.
the body with delicious nourishment, Cranergy™ is available in two flavors –
Cranberry Lift and Raspberry Cranberry Lift. Beginning in March 2008, Cranergy™
can be found nationally in juice aisles across the country in 46-ounce plastic
bottles or 12-ounce four-packs for “on-the-go” consumption at the suggested
retail price of $3.99.
Cranergy™ Marketing Campaign
The Cranergy™ product launch will be
supported by an integrated marketing campaign – “Boost from the Bog” –
comprised of television advertisements as well as guerilla marketing efforts,
online initiatives, customer marketing events and sampling programs to drive
trial and awareness. Television spots will debut
May 12, 2008, as a part of the ongoing “Straight from the Bog” campaign.
Ocean Spray is an agricultural cooperative
owned by more than 600 cranberry growers in Massachusetts, Wisconsin, New
Jersey, Oregon, Washington, British Columbia, and other parts of Canada as well
as more than 50 Florida grapefruit growers. Ocean Spray was formed 75 years ago
by three cranberry growers from Massachusetts and New Jersey. Florida
grapefruit growers joined the Cooperative in 1976. Ocean Spray is North
America’s leading producer of canned and bottled juices and juice drinks, and
has been the best-selling brand name in the canned and bottled juice category
since 1981. Ocean Spray posted fiscal 2006 earnings of roughly $1.5 billion.