Superfruit: Eight Key Case Studies in Marketing Healthy Fruit


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Superfruit: Eight Key Case Studies in Marketing Healthy Fruit
Is fruit the future of functional foods? More than any other type of food, fruit benefits from having a healthy halo, a halo that’s being constantly burnished by a steady stream of news about fruit’s intrinsic health benefits.
In this case study we examine market strategies and communications strategies for fruit using four “whole fruit” strategy case studies:
1. Pomegranate: branding know-how creates a healthy wonder-fruit
2. Blueberries: boom times
3. Cranberries: the original functional food
4. Acai: high energy push
Four fruit beverage case studies
1. Unilever’s Knorr Vie daily-dose
2. Pomegreat
3. Innocent Drinks
4. Wild About Fruit

As with all our case studies, this to-the-point 52 page analysis has been written based on in-depth interviews with companies concerned to provide you with:

• Companies’ own views on the what aspects of their strategies have worked and why
• Information on branding, marketing and pricing strategies
• Understanding of product formats
• Colour illustrations of products

About the Author

Julian Mellentin is one of the world’s very few global specialists in the business of food, nutrition and health. He is director of The Centre for Food & Health Studies, a company that has provided research, analysis and forecasting of the global nutrition business since 1995. The company is based in London and has offices in the U.S. and New Zealand.

Julian is co-author of Functional Foods Revolution, Healthy People, Healthy Profits? the first-ever book on the business of functional foods, now translated into Japanese.

He is co-author with Peter Wennström of Commercialising Innovation: The Food & Health Marketing Handbook, which will be going into a 2nd Edition in January 2006. He is also Editor of New Nutrition Business, the long-established international journal on the global nutrition business ( ), which his company publishes.

Much in demand as a speaker on functional foods, nutraceuticals and innovation in nutrition and health, Julian also provides businesses worldwide with strategic consultancy on the commercialisation of nutrition science and the development of nutritional brands.

Julian obtained his undergraduate degree at The Queen’s College, Oxford, UK, and his MBA at Manchester Business School and spent most of his working career in Europe marketing branded products.
+44 (0) 207 533 6595 [email protected]


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