Ocean Spray’s cranberries are now being utilized for more than juice and the jellied cranberry sauce to accompany Thanksgiving turkey.
The business, under the management of CEO Tom Hayes, is now pressing into health and practical drinks as it widens its development.
“Any brand marketer will know that having the huge benefit of a the brand awareness that Ocean Spray does, the 99% brand awareness, is just the start,” Hayes stated in an interview with CNBC’s Tyler Mathison at the CNBC Evolve Summit on Tuesday. “You have to continue to keep the brand relevant.”
Concerns about sugar intake have actually led the total juice classification to decrease in the last few years. Instead, customers have actually been consuming water, kombucha and other beverages that assure health advantages.
For example, in June, Ocean Spray started evaluating CarryOn in Colorado. The line of CBD carbonated water was developed by the business’s development incubator, called the Lighthouse. Another line of natural mixed drinks, developed under the brand-new brand name Atoka, was likewise the creation of the incubator.
“What we’ve been doing at Ocean Spray is transitioning the company from just cranberry-centric to health and wellness consumer centric,” stated Hayes, who was president of Tyson Foods up until 2018.
Hayes acknowledged that not every brand-new item will be a substantial hit for the farmer-owned cooperative.
“But what they do is bring new life to the category. We have to evolve from a traditional and well understood brand to an exciting brand with a portfolio that consumers want to interact with,” he stated.
The pandemic has actually altered the method individuals produce and take in material and gain access to home entertainment. But are these modifications long-term? Join the CNBC Evolve Livestream on December 3 for a discussion about altering customer patterns and how far media business must enter altering their techniques to reach their clients and satisfy their requirements.