Snapple Beverage Group (SBG) plans multiple new beverages/packages this year, including meal replacement product called, "Snapple-a-Day." New product will debut Feb. 1 nationwide, says Michael Sands, company's chief marketing/operations officer. Sands says meal replacement category in U.S. totals about $2 bil. Notes it's now dominated by Unilever's Slim-Fast. Says Snapple-a-Day will appeal to both "dieters and consumers on the go." Explains, "We're positioning it as a meal replacement for both Slim-Fast drinkers and healthy life-stylers." Consumers. Primary target consumer is women age 16-40, but it will also appeal to men, notes Sands. Core brand relationship. Sands says introductions of products like Snapple-a-Day have halo effect on core products. Declares, "Consumers reward us for innovation. Snapple drinkers expect Snapple to do innovative things. We've Snapple-ized meal replacements."
Snapple-a-Day details. Packed in 11.5-oz PET. Soy-based, contains no dairy. Three flavors: Peach, Tropical Blend, Strawberry Banana. Product literature states it contains "24 essential vitamins and minerals" with 100% vitamins A, C & E. Also high in calcium, protein and dietary fiber. Sands says Snapple-a-Day was "nine months in development." Vs Slim-Fast. SBG product literature contains comparisons to Slim-Fast: 1) calories: Snapple-a-Day 210 calories per 11.5 oz vs Slim-Fast 11-oz with 220 calories. 2) fat: Snapple-a-Day none; Slim-Fast three grams. 3) cholesterol: Snapple-a-Day none; Slim-Fast 5 mg. 4) sodium: Snapple-a-Day 110 mg; Slim-Fast 220 mg.
Plus. 'Elements' in aluminum bottles. Four "Elements" flavors will be launched in March in re-sealable aluminum 18-oz bottles, similar to package now used by SBG for Mistic RE. "Elements" is now separate SBG brand; no longer identified as "Snapple Elements." Flavors in new bottle: Rain, Fire, Meteor, Sub-Zero. Line positioned as "energy" with caffeine. Product in aluminum bottle -- made by CCL Container -- will retail for $1.79. Elements dairy-based flavors stay in glass; Venom energy drink in aluminum cans. [note: Coke also using aluminum bottles for Powerade Psych and Raize; now in limited markets.] Yoo-Hoo. SBG introduces new product for Yoo-Hoo: "Double Fudge." Product has strong, intense chocolate taste. Water. Snap2O bottled water, now in northeast, will roll out on West Coast this year. Nantucket Nectars. SBG's Nantucket Nectars unit now testing NectarFizz carbonated juice drinks -- with 10% juice -- in three test markets. Will roll out nationally in February/March. Product has low carbonation, about 35% less than a Coke or Pepsi, says SBG executive. Sweetened with sugar; 90 calories per eight oz. Packed in 16-oz glass. Retails for about $1.49. Packaging. New Snapple packages include 64-oz PET for multiple Snapple flavors. Also 8-oz PET in multi-packs for childrens' lunch boxes.
Company details. SBG unit of Cadbury located in White Plains, NY. CEO is Jack Belsito. Company has 23 co-packers in U.S.: 17 for premium non-carb hot-fill and six for Stewart's premium CSD line. Of 17 hot-fill, Cadbury owns five; managed by Mott's.
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