14 Jan 2008


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PJ's Smoothies repositioning with lower price points

PJ's Smoothies

PepsiCo

soft drinks

Source : PepsiCo
PJ's Smoothies are repositioning with a new strategy aimed at opening up the market.

PJ's Smoothies

It’s believed that a combination of lower price points, range optimisation and repackaging will attract new consumers to the category and drive further growth.

In a recent survey price was the biggest barrier to smoothie consumption for 42% of consumers. By removing this barrier PJ’s can open up the smoothie market to a new group of consumers not currently buying into the category.

The repositioning follows a series of successful trials conducted last year. One major multiple saw sales of PJ’s Smoothies more than double when one litre cartons were price marked at £1.99. The new price points have been achieved by focusing on four great tasting flavours that have broad market appeal.

PJ’s repositioning will create a unique offering within the smoothies category, differentiating it from competitors. This will further build on the success of the pack re-design which has already been shown to improve product performance , significantly improving purchase intent and brand regard.

Richard Lawrence, Brand Manager of PJ’s Smoothies, says: “Some consumers have long complained that Smoothies are too expensive and in a recent survey 42% said that price was the biggest barrier to consumption. Now, in an effort to make smoothies accessible to all and to open up the market for further category growth PJs are repositioning the brand with lower price points and a range rationalization.”

PJ’s Smoothies are available now in; Apple, Kiwi & Lime; Orange, Mandarin and Guava; Strawberry, Apple & Rhubarb and Strawberry & Banana flavours priced at 99p for 250ml and £1.99 for a 1 litre bottle.

The repositioning will be supported with planned marketing later in the year. Price marked packs and plan-o-grams are also available to support retailers and drive sales.

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