Opinion

Communicating juice benefits

Richard Hall12 Oct 2011

Much of the debate at a recent fruit juice conference in Istanbul was about communicating juice benefits. My own presentation included an analysis of juice strengths, weaknesses, opportunities and threats.

Among other ideas put forward were:

  • Displaying juice in supermarkets alongside fruit itself.
  • Promoting a World Juice Day, initiated by Turkey.
  • More generic publicity with internationally consistent messages.
  • Additional support for juice as part of a worldwide 5-​a-​day campaign for fruit and vegetables.

Fruit juice sales are not growing as fast as many other soft drinks markets. They deserve better.

Richard Hall is chairman of Zenith International. You can also read his blog at BevBlog.

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Richard Hall is chairman of Zenith International.

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