BluePrint, which helped pioneer the category of high pressure processed (HPP), cold-pressed juices, is attempting to pivot away from its roots in detoxifying cleanses with new branding and products designed to appeal to a broader set of consumers.
At Natural Products Expo West 2016, BluePrint introduced the revamped look, which was showcased along with a new mainstream-oriented line of 10 oz. juice blends. The Hain Celestial-owned brand also debuted new forays into kombucha, ready-to-drink tea, and drinking vinegar tonics.
In an interview at Expo West, BevNET spoke with BluePrint general manager Alex Galindez, who joined the brand in June. Upon taking the reins, Galindez spearheaded a slew of research to better understand how consumers of super-premium juice — 80 percent of whom are female, she said — perceived BluePrint and and the current need states that drive purchase of the beverages.
“We did a bunch of syndicated research with [market research firm] IRI… and we interviewed about 2,000 women who were already consuming specialty refrigerated juices,” Galindez said. “What we found was that there were very clear needs around immunity, around detox; there were clear needs that we could innovate for.”
BluePrint’s new 10 oz. line was a direct outcome of the research, each product developed with a specific functional benefit and primary use occasion, including meal replacement and mid-day snacking. Galindez noted that the research also helped steer the direction for marketing of BluePrint juices. She said that while brand executives thought that HPP would be of top importance for consumers, most “didn’t really know what that meant.” The feedback led to a revised label hierarchy, in which the word “organic” is now positioned directly underneath the BluePrint logo.
“And even cold-pressed… was definitely a value add, but not a must-have,” she said. “The most important thing was really the functionality and the organic.”
Positioned to compete with leading conventional brands like Naked and Odwalla, the organic products have a suggested retail price of $3.99 and come in five playfully-named varieties, such as Motion Potion and Grass Monkey. The line launched earlier this month in the Northeast, where the juice blends are on shelf at 142 Target stores, and Northern California.
Meanwhile, BluePrint has initiated a packaging revamp of its 16 oz. blends, and new labels will appear as part of a phased rollout. BluePrint will continue to focus on natural channel distribution of the products, which are now priced at $7.99 across the line.
Watch this video to hear much more from Galindez, who also discusses how BluePrint leans on a database of 300,000 customers — with information sourced from its direct-to-consumer business — as a pipeline for innovation and new products, including the brand’s new kombucha line and ready-to-drink teas.