Best Smoothie or Meal Replacement
Suja Elements is the winner of BevNET’s award for the Best Smoothie or Meal Replacement beverage of 2013. Suja’s secondary line of cold-pressed juices provided a look at what retailers and suppliers can do when they focus on what an innovation is and where they want to build a market behind it. With national distribution coming quickly in Whole Foods, there was a limited amount of time for the brand to extend its platform to incorporate a lower-priced product line into its DNA. With Elements, Suja has declared that the momentum and consumer interest in its most expensive product lines will be enough to energize a two groups of consumers: those standing at the threshold of its high-end line, looking for an introduction in a simpler format, and those who are looking to step up from the older, more established brands that once defined the high end of the juice category. By inserting another point of separation that pushes its original product line two tiers above that old high end, Suja has extended both its reach and its ability to get consumer feedback from an extra product line – at a time when other juice companies are still trying to get to the starting blocks.