With its bright health halo, Pom Wonderful has seen a big lift in sales during the COVID-19 pandemic.
“We’ve noticed a considerable lift in sales throughout the past months as consumers are more concerned with their overall well-being and are looking for health-oriented, functional benefits from their food and beverage options,” said Charlotte Mostaed, director of marketing for the Los Angeles-based company.
With the highest antioxidant association of any brand in the super premium juice category, Mostaed said Pom Wonderful 100% pomegranate juice is well-positioned in the market.
“It’s no surprise that consumer demand increased during this time, and we expect that trend to continue as health and wellness remains top of mind,” she said.
From March through July of this year, Mostaed said Pom Wonderful experienced a 19% rise in dollar sales in the grocery channel.
During the past several months, the company has highlighted the antioxidant benefits of Pom Wonderful through a satellite media tour with trusted health expert and registered dietitian Maya Feller, she said.
That was boosted through additional press outreach highlighting Pom’s health benefits as well as “showing the fun side of Pom Wonderful as the perfect addition to your summer cocktail, which was amplified on our social media pages,” Mostaed said.
Merchandising
Pom Wonderful juice is merchandised in the juice section of the fresh produce department, she said, and is ideally positioned to cross-sell the Wonderful family of products because of this placement.
“We are the only company in the produce category poised to help retailers cross-merchandise juice and produce, which offers more value to retailers,” she said.
“For example, when Pom Wonderful 100% pomegranate juice is cross-promoted with Pom Poms fresh pomegranate arils, consumers can bundle the two products for a grab and go healthy snack.”
Wonderful has 200 dedicated merchandisers who are in stores and available to help build and refresh displays as needed, Mostaed said.
“These merchandisers have a suite of marketing products, from shelf danglers and channel strips to balloons and signs, to help merchandise Pom Wonderful effectively,” she said.
Pom Wonderful offers its 100% pomegranate juice in an 8-ounce single-serving bottle, as well as 16-ounce, 24-ounce and family-friendly 48-ounce and 60-ounce sizes, she said.
Wonderful also offers its 100% juice pomegranate cherry and pomegranate blueberry flavors in 16-ounce and 48-ounce sizes.
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