Pulpy Orange Product Launch
In 2008, one of the NPD (new product launch) that worth talking is Pulpy Orange from Minute Maid, which also part of Coca-Cola company.
Minute maid is an US company that produce orange juice concentrate using a process that eliminated 80 percent of the water in orange juice. Just add the water, and you’ll got a fresh orange juice ready. In 1960 Coca-Cola bought this company. So I am not very surprised if they advertise this product quite heavy in 2008 and possibly will continue strongly in 2009 as well.
Yesterday I go to Hero supermarket near home and see this product my self, surprisingly in the packaging I do not see any word “juice” written in the pack. So what it is… is it juice or is it flavored water like Frutang with no real juice in it?
Looking at the ingredient, it does say that it come from concentrated juice and real juice pulp. So it is juice then.. but why there is no word juice in it? or probably the juice content is very small to be legally mentioned.
Regardless this is flavored water or juice, the advertising is quite good, showing people peel up the orange only to find that orange is empty, the pulp (and the juice) goes into this product. Very nice execution I might say, and it started to have few “loyal” users as well, like this two ladies: http://ayuprameswary.wordpress.com/2008/09/24/si-pulpy-orange/ and http://dadut.multiply.com/reviews/item/33
In terms of distribution, this product already available in most of the modern trade, easy thing for Coca-Cola. But I yet to see it in semi permanent shop or traditional trade, probably because the price is quite high, Rp. 4000 in modern trade.
Any other information you want to share about this product..? Just shoot…
Cheers
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