Juice Carton Display Highlights Fruit Snacks' Natural Qualities

The innovative design behind a display from Au'some Snack Naturally Inc., a division of Au'some Candies Inc., Monmouth Junction, NJ, is helping to spark consumer recognition and convey the health benefits of its new vitamin-enriched fruit snacks before shoppers even start reading the copy.The Florida's Natural Fruit Snacks endcap displays look like orange juice cartons and are part of a co-branding agreement with Lake Wales, FL-based Florida's Natural Growers.According to Rose Downey, vice president of operations for Au'some, by combining the brand recognition of Florida's Natural juice cartons with bold graphics and copy, the company created a P-O-P display that has been an integral part of the product's marketing since its original launch in May 2005. This year, 10,000 displays have been shipped, and more are planned. The display was created by Candy Novelty Works, Au'some's in-house marketing and design team based in Hong Kong. Everything from design, art and manufacturing was done in-house. "We can monitor sales with Information Resources Inc., Chicago, as well as on an individual account basis, so we know the effectiveness of these displays already," says Downey. "We are more than happy with the results, and the accounts love the display," she says. "They are doing extremely well and we will continue to use them." In addition to bold colors, strong graphics cover most of the display. Product attributes highlighted on the display include the fact that it's made with real fruit and fruit juice, that it contains vitamin C and eight other vitamins, and that it's kosher, fat free and has no preservatives. "Our target audience is moms, and by pointing out the attributes on our displays it pulls the consumer directly to the P-O-P and lets them know the product is good for them and their children," Downey says.Leaving any areas blank would have been a waste of space, she adds. "We have the P-O-P; let's utilize it fully." In addition, the copious copy means the company doesn't have to worry about retailers covering up important information with price stickers or other store messaging. To support the displays, Au'some is also doing some advertising on Radio Disney and in FSIs.The company chose corrugated for the endcaps, which measure 18 inches wide by 10 inches deep by 58 inches tall and hold 96 grocery packs. Typically set on store floors only during promotional pushes such as temporary price reductions (TPRs), the units are refillable and can last for at least two months. The displays are used in supermarkets including Safeway, Albertsons, Dave's Marketplace, Big Y, Giant Foods, Vons and Genuardi's. A similar-looking power wing that can be converted into a floorstand is being used in convenience stores. Displays ship preassembled and prepacked with the product or products that each retailer carries.The company would like to see the displays placed in the aisles near cereal, fruit bars and breakfast treats as well as juice and produce, but Downey concedes that getting that placement regularly can be tough. "We sometimes have a say in where they are to be positioned, but it is extremely hard to monitor. We do give the stores suggestions and they are usually pretty good at [sticking to] that," she says.

Juice Carton Display Highlights Fruit Snacks' Natural Qualities

P2PI MEMBERS

JOIN P2PI

Related Images

Business Topic

Market Segment

P2PI MEMBERS

JOIN P2PI

Related Images

Related Articles

Business Topic

Market Segment