Labeling Exotic Juices to Stimulate a Sagging EU Market


WILD outlines how to better position juices to encourage consumer interest.

Although fruit juices are renowned for being healthy and delicious, the European juice market has grown stagnant. To that end, at drinktec beverage show held this week in Munich, WILD Flavors Inc. (Eppelheim, Germany) suggested four techniques to amp up the labeling of exotic juices in an effort to better attract consumer interest and drive demand.

According to WILD, consumers crave exotic flavors, innovative brand concepts, and sustainably manufactured products and suggested the following tips to help improve a brand’s chances at market:

·         Prominently feature a juice’s place of origin on the label-consumers are increasingly interested in where there foods and beverages come from. A label bearing a juice’s clearly defined origin, whether it’s from Africa, Asia, or the Caribbean, can create an immediate point of distinction on-shelf.

·         Allow color to do the talking-exotic juices and nectars are often inherently colorful. Let that shine through to perspective consumers.

·         Emphasize functionality-if a juice has proven health benefits or is enhanced with functional ingredients, make it known to consumers.

·         Promote endorsements-if a juice product has received an endorsement or seal from a reputable association (i.e. The Rainforest Alliance) it should be prominently featured on the package.

WILD spotlighted a range of its new and existing fruit juices and nectars to illustrate the aforementioned points. The products included a South African juice blend that mixed exotic marula fruit and pink guava, and an Asian blend that featured lychees, tamarind, coconut water, and Alphonso mangoes from India.

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