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Cherrygood Using Product Differentiation to Achieve Success within the Dwindling UK Juice and Smoothie Market
Amid a dwindling UK juice and smoothie category, Cherrygood, the UK’s first ready-to-drink cherry juice, has achieved notable market success following its launch in 2009. In its first year of operation the brand reported a turnover of £1.2m. This article will examine how Cherrygood’s unique product attributes and brand marketing have enabled it to form a point of differentiation within the UK juice and smoothie category and in so doing buck the category’s declining trend.
The UK juice and smoothie category has fallen foul of cost-conscious consumers following the recession – In the wake of the economic downturn, UK consumer down-trading has been rife across the consumer packaged goods (CPG) industry. As a result, the UK juice and smoothie category have witnessed year-on-year declines in value terms since 2008 as shoppers continue to switch to cheaper juice drinks and soft drink sub-categories.
Against a backdrop of decline, Cherrygood has become the fastest growing new juice drink within the UK juice and smoothie category – Despite the declining value of the UK juice and smoothie category, Cherrygood was able to achieve a £1.2m turnover in its first year of operation. This is particularly significant given the economic instability at the time of launch and the competitive nature of the soft drinks marketplace.
Cherrygood has used product differentiation to find an untapped niche within the UK soft drinks market – Through its taste and specific health benefits, Cherrygood has been able to provide UK consumers with a first-of-its-kind fruit juice and at an affordable price. Furthermore, the product’s marketing has also differentiated the brand. By touting health benefits that transcend the generations and positioning itself as a family brand, Cherrygood has been able to achieve standout appeal across a wide-ranging UK consumer base.
Find this interesting. For more, read Cherrygood Case Study: Using Product Differentiation to Achieve Success within the Dwindling UK Juice and Smoothie Market or UK Juice Industry Reports