Food

Best Product 2017 Nominee: Tru-Juice Freshly Blended 100% Green Vegetable Juice

Thursday, May 04, 2017

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This product came about because... Tru-Juice capitalised on the opportunity to satisfy consumer needs for convenience and a healthy beverage option.

Tru-Juice Freshly Blended No Sugar Added (NSA) 100% Green Vegetable Juice innovation is... a response to the rapidly growing healthy lifestyle trend in Jamaica, as well as consumer feedback on the popularity of waking up early in the mornings to blend their green juice. This was also another great opportunity for us to support local farmers and drive the growth of local farming.

Our major challenge is... consistent supply of raw materials to be able to produce and meet the increasing consumer demand for Tru-Juice NSA 100% Green Vegetable Juice.

The issue remains, and managing the raw material inventory is… a major focus. We are always encouraging local farming, as well as seeking out and finding new local farmers to maintain consistent supply.

The product became available to the public in… February 2017.

The product is available at…your usual outlets islandwide including supermarkets, quick service restaurants (QSR) and convenience stores.

The response to the product… has been exceptional. Consumers love it! Since its launch in February, Tru-Juice Green Vegetable Juice has already gained second place next to orange juice in our monthly sales of Tru-Juice's seven different 340ml No Sugar Added, 100% juice variants.

Our core customers are... Green juice lovers who religiously get up in the mornings and blend their own green juice; they now have a new choice from Tru-Juice that has already been blended for them, making it far more convenient to enjoy green juice at home and also to grab it while on the go. Just take a look at the numerous running groups across the island, numerous participants in the Tru-Juice 5K every June and other race meets islandwide, expansion of gyms and training facilities, Emancipation Park on any given day of the week and you can visualise segments of the brand's potential consumers as well as the brand's growth potential.

Expansion plans include… The Tru-Juice NSA line will continue to develop new blends to satisfy consumers. We plan to innovate with more packaging and blends of Tru-Juice Vegetable Juices. Through Wisynco's extensive distribution network Tru-Juice Green Vegetable Juice will continue to focus on achieving complete local national distribution to provide accessibility for all our consumers with the potential to export in the near future.

We have also recently packaged our NSA 100% and home-made Tru-Juice favourite flavours in Tetra Pak 500ml and 1L cartons. Now the shopper or consumer can not only go to the fridge to get Tru-Juice but also go to the regular shelf for your 500ml and 1L “cupboard-friendly” Tru Juice with the same great taste.

The company's first breakthrough came when... we started the juice business in 1991; we launched Tru-Juice with the first freshly squeezed orange juice on the Jamaican market with the campaign slogan “leave the squeezing to us”. Since then Tru-Juice has tried to bring convenience to the Jamaican consumers by producing “home-made quality” juices in ready-to-drink packaging. Other flavours include sorrel, cherry and soursop, to name a few. The latest addition to our line of quality juices is our Freshly Blended NSA 100% Green Vegetable Juice.

Jamaicans should support this product because... It is the perfect start, easy to drink and refreshing, simply a meal in a bottle. It is a healthy choice recommended by the Medical Association of Jamaica (MAJ) and is made using some of Jamaica's favourite green vegetables (callaloo, pak choi, string beans, cucumber) along with a touch of ginger and is blended with apple and pineapple (to provide sweetness). Tru-Juice Freshly Blended NSA 100% Green Vegetable Juice is developed for Jamaicans, by Jamaicans with Jamaican ingredients.

Our products are successful because... Tru-Juice has always been about providing Jamaicans with convenient high-quality juices, just like you make it at home. We offer authentic, naturally delicious, tropical fruit flavours that Jamaicans grew up on. We have an incredible team, state-of-the-art technology and equipment to deliver quality choices to consumers across the island. Take a look at our portfolio with our variety of juice flavours, variants and sizes; we try to have a bottle or a carton for everyone.

If we knew then what we know now. We may have launched earlier to capitalise on the growing healthy lifestyle trend.

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