Beverages Holdings, LLC, the parent company of Sunny Delight Beverages Co, is marketing its recently-launched SunnyD® Smoothie brand with the use of First Flavor’s innovative Peel ‘n Taste® flavor sampling technology. Peel ‘n Taste® is an easy way for consumers to sample the taste of a new product or flavor using a dissolving flavor strip that tastes just like the SunnyD® Smoothie Orange Whirl flavor and is available this month in a thousand Food Lion markets.
The Sunny Delight Beverages Co. identified that an estimated 70% of children do not receive their daily requirement of Calcium and that 42% do not receive their daily requirement of Vitamin D. To help mothers meet the daily requirement of Calcium and Vitamin D in their children, SunnyD® Smoothies is being introduced as a line extension to their established Sunny D® product. The product launched in April 2009 with two flavors being offered, Orange Whirl and Strawberry Swirl. By combining fruit and cream flavor, this refreshingly smooth taste experience provides children with 30% of their daily requirement of calcium and 25% of their requirement of Vitamin D, the same as a serving of milk.
The primary marketing challenge faced by SunnyD® Smoothies was driving trial. The product has a unique flavor profile that is differentiated within its category. The best way to experience the taste is to have a fresh chilled sample. The challenge was that consumers will come in contact with the brand in places where it is not possible to get a refrigerated sample into consumers” hands. The Peel ‘n Taste® flavor strips allow consumers to experience the unique taste of the product, and allows the brand to connect with mothers both in-store and in-home. SunnyD® Smoothies is positioned as a product that not only tastes great but will also provide children with calcium and Vitamin D.
“The SunnyD® Smoothie brand is different from anything else on the market – we offer a unique flavor with substantial nutritional benefits. We know that this great tasting yet healthy beverage will be a wonderful solution for mothers who focus on healthy nutrition for their children. In today’s crowded advertising and costly sampling market, we wanted to try something new and engaging,” said Jennifer Cottle, Sunny D’s Associate Marketing Director. “The Peel ‘n Taste® flavor strips offer a unique and engaging in-store shopping experience for customers that not only increases our brand awareness, but cost-effectively introduces hundreds of thousands of shoppers to the great taste of our healthy beverage before they make a purchase decision. We believe that the ability to make this connection for shoppers will set SunnyD® Smoothies apart from the many beverage options available.”
Sunny Delight Beverages Co. saw Peel ‘n Taste® as a way to expose many more potential shoppers to the great taste of their new Smoothie beverage without incurring the large manufacturing, distribution and on-site personnel costs required to roll-out an in-store sampling program. The Orange Whirl flavored Peel ‘n Taste® edible film strips are currently available in shelf edge dispensers in Food Lion supermarkets – a major regional grocery store chain with locations across 11 Southeast and Mid-Atlantic states.
As part of its launch of Sunny D Smoothies, the company identified taste sampling as a critical component of an effective marketing campaign. This is due to compelling market research that shows 35% of consumers who try a sample buy the sampled product during the same shopping trip, while more than 50% of consumers who sample a product plan to buy it in the future. Peel ‘n Taste® leverages this consumer behavior by lowering the cost and increasing the reach of in-store product sampling. The use of Peel ‘n Taste® to sample a new product’s flavor addresses a major marketing challenge faced by food and beverage companies in today’s environment; how to communicate new products or flavor extensions to consumers and thus drive consumer purchase of these new products.
“First Flavor is excited to once again team up with Sunny Delight Beverages Co. in an effort to market a new product line” said Jay Minkoff, First Flavor’s President and CEO. “Peel ‘n Taste® introduces consumers to a product’s taste. We are confident that this type of ‘sensory marketing’ is the wave of the future in the food and beverage industry. Sunny D is an innovative and forward-thinking company that has grasped the opportunity to tap into the potential of ‘taste sampling’ as a way to drive product trial by connecting with consumers on a more personal level.”
About Beverages Holdings, LLC
Beverages Holdings, LLC, parent company of the Sunny Delight Beverages Co., VeryFine Co. and The Elations Company LLC, is based in Cincinnati, OH. The company is a leading producer of juice-based drinks in North America and Western Europe. It is dedicated to helping moms improve the vitality of their families by creating and marketing more wholesome beverages. Privately held, the company”s brands include SunnyD citrus punch, FruitSimple fruit smoothies, Fruit2O flavored waters, VeryFine 100% juices and juice drinks and Elations dietary supplement beverage for joint health.
About First Flavor, Inc.
First Flavor, Inc. is the creator of the Peel ‘n Taste® marketing system, a patent pending, first-in-class technology that enables consumers to sample the flavor of a product prior to purchase. Peel ‘n Taste® uses a cost-effective and fast dissolving edible strip, like popular breath strips, packaged in a thin tamper-evident pouch. Peel ‘n Taste® campaigns are eye-catching, innovative and flavor-filled. The Peel ‘n Taste® flavor strips can be used in magazines and direct mail, or in-store at shelf, with displays or on product to drive sales and foster brand differentiation. First Flavor works with companies interested in using the sense of taste to design innovative marketing campaigns. Past clients include Arm & Hammer, Bacardi USA, Brown-Forman, Beam Global, Diageo, SKYY, and Welch’s. First Flavor, based in Bala Cynwyd, PA, has partnered with David Michael & Co. to develop a sophisticated taste-matching technology that replicates the flavor of a wide range of products in its Peel ‘n Taste® strips. For more information, please visit www.FirstFlavor.com or call (610) 785-1325.