Naked Juice Leads Way as Consumers Flock to Super-premium Juices

@@img1September 29, 2005 (Azusa, CA) – Today’s consumers are getting ‘Naked,’ not only buying the super-premium juice of the same name, but also driving a trend that has consumers coveting pure, unadulterated (and sometimes exotic) juice.

Interest in the super-premium juice category is soaring thanks to calls for more fruit and vegetable consumption prompted by both a revised food pyramid and waves of conclusive research linked to disease prevention and overall health. In recent months, several studies have shown that adding more fruit to the diet can help prevent osteoporosis, reduce risk for stroke and cardiovascular disease, lower blood pressure, reduce the risk of cancers of the lung and prostate and prevent coronary heart disease.

As the largest independent player in the $640 million super-premium juice market, Naked® Juice is driving growth in a category that grew 42 percent last year and is on a path to hit $1.4 billion by 2008.

Today’s consumers value what Naked Juice provides – each 15.2 ounce bottle delivers on “the POUND promise,” with a pound of “bare-naked” fruits, no added sugar and no preservatives. As today’s consumers increasingly desire 100 percent pure juice and all-natural products, the Naked Juice line has become the embodiment of the food trend.

According to Steve French, managing partner at The Natural Marketing Institute (NMI), “Consumers continue to place more emphasis on premium and upscale products across a wide range of industries. This trading up behavior in the food and beverage industry has driven the double-digit growth of the super-premium juice category. As brands such as Naked Juice continue to thrive in the market, consumers are able to meet their increased demands for pure, natural, convenient, fortified juices that taste great.”

And Naked Juice is indeed thriving. According to IRI data, Naked Juice generates the highest amount of sales per store and enjoys the highest brand loyalty in the super-premium juice category.

“Today’s consumers are much more conscious about the fuel they put into their bodies,” says Kimber Ward, director of marketing for Naked Juice. “Ranging from professionals and students to athletes and families, they want foods that not only taste great, but are free of added sweeteners and preservatives that compromise product purity. They want a ‘clean’ palate in which you can really taste the fruit – that’s what Naked Juice is all about, and why we fit this food trend so perfectly.”

Despite the overwhelming evidence that eating more fruit brings strong health benefits, families are busy and don’t have time to clean and peel fruit before they run from one commitment to another, says Ward. The products’ “grab-and-go” convenience and innovative flavors allow the time-challenged to incorporate fruit into their daily diets, particularly during stressful times when tempted to grab an unhealthy snack.

Naked Juice makes it easy for juice-lovers and juice newbies alike to pick among inventive flavors to match a spectrum of lifestyle needs. Naked Juice’s distinct juice categories are dedicated to deliver specific nutritional benefits:

. SUPERFOOD®-100 percent juice blends packed with nourishment and high-impact names like Green Machine® (5 fruits with 10 boosts — including wheatgrass and spirulina.)

. ANTIOXIDANT-Loaded with free-radical-zapping-antioxidants.

. PROTEIN-Shakes and soy smoothies packed with soy protein to fuel and repair muscles, including the heart, with names like Protein Zone®.

. WELL BEING®-Classic favorites boosted with immune enhancers like Vitamin C, Rioflavonoids, Rose Hips, and Zinc to keep you happy and healthy.

. JUST JUICE- Just like the name says.100 percent pure tangerine, apple, orange or carrot.

The Naked Juice line is available at grocery and natural food stores throughout the country at the suggested retail price of $3.19 for 15.2 oz fruit juice smoothies and protein smoothies and $2.59 for Just Juice varieties. For more information about where to purchase Naked Juice, visit

About The Naked Juice Company

Naked® Juice, a leader in the super-premium juice category, was founded and first marketed towel-to-towel on the beaches of Santa Monica, CA in 1983. Naked Juice’s all-natural Just Juices, 100 percent fruit juice smoothies and protein smoothies are made from the best bare-naked fruits with no added sugar, preservatives, artificial colors or flavors. Its pure, nutritional product line is sold in supermarkets, club stores, health food stores and neighborhood markets throughout the nation.

No Added Sugar. No Preservatives. No Inhibitions.T