The product section is a stronghold juices made by Bolthouse Farms, Arthur’s Fresh, and POM, so getting product placement in this area will certainly help Odwalla enter the conversation among premium juice purchasers. What may also help them increase sales is securing produce placement, which is what they are trying to do. Anything that simplifies the shopping process has a higher probability of getting sold. It’s hard to say if these packaging updates helps restore the premium juice maker’s competitive advantage, though it’s a step in the right direction. They also returned to green caps to (hopefully) simplify the consumer’s shopping process. In order to properly compete, Odwalla brought in a bigger bottle in addition to making it clear. Everyone (Evolution Fresh, Bolthouse Farms, Naked, and a host of other niche players) had larger bottles compared to the Odwalla 12oz (355ml) bottle.
Though a stronger competitive set meant returning to the old system wouldn’t suffice. Rectifying this fiasco necessitated the 2014 packaging changes. Part of Odwalla’s updated 2013 packaging. Do you think six different cap colors for over 20 different juices and smoothies help educate the juice browser, or frustrate them to the point of walking away? Despite good intentions, this packaging change likely turned consumers away rather than bring them into drinking Odwalla. Green caps denote “superfoods,” red meant fruit smoothies, blue equaled proteins, orange represented juices, purple for quenchers and finally yellow communicated seasonal products. After all, if the product was fantastic and equally adept at generating repeat purchases, why change it? Introducing a color-coded cap system was designed to build the juice franchise through educating consumers on their product portfolio. With consistent product packaging for six years prior to the 2013 update, it would seem that their 2013 changes were geared toward attracting new consumers to the Odwalla business. Does this imply that the 2013 changes were unsuccessful, and confused consumers? Will that the recent changes return their competitive edge?
#Naked juices update#
This update also sees Coca-Cola’s premium juice brand forsake their color-coded cap system implemented in their previous packaging update – just last year. The premium juice maker was considered a leader in sustainable packaging by using Coca-Cola’s PlantBottle technology, but the makeover has them abandoning the PlantBottle in favor of the regular plastic bottle used by other beverages (BevNet story here). Odwalla’s most recent packaging update has upset some consumers. The lawsuit was settled by Naked's parent company, PepsiCo for $9 million.Odwalla’s updated 2014 packaging. The Naked Juice company seems to have some trouble understanding what exactly it means to use ingredients that are not genetically modified, so they hired a third party expert to confirm that the juices could be marketed as non- GMO. Not only is this incredibly misleading, it is false advertising.Īlso, there is a lot of question about whether or not Naked Juices can advertise as non-GMO products, meaning that there is no genetic modification in the ingredients that are used in the juices. However, the vitamin boosts that were added to some of the drinks were far from natural. What I mean is that it was later found out that not everything in the bottle was natural, meaning that it wasn't all natural.Īpparently, only the fruits and vegetables were natural. From 2007-2013, the bottles said that the contents were "all natural." I use that term VERY loosely (and apparently so do the makers of Naked Juice). Very long story short, Naked Juices were being marketed as something that they weren't.
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