Kelowna, BC-based Sun-Rype Products is making its first foray into the functional beverage market with the launch of its Calcium Enriched Orange Juice.
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The product is designed as a calcium source for people who are lactose intolerant, or prefer not to drink milk. It is the first calcium-enriched juice available in the grocery juice aisle across Western Canada.
“With osteoporosis as a growing concern amongst the 35 – 54 baby boomer segment of the population, our new product fills an important need,” says Rob Peter, beverage category manager. “Today’s consumers are seeking healthy products that help to enhance and extend their lives.”
The integrated marketing campaign for Sun-Rype Calcium Enriched Orange Juice includes a print campaign with lifestyle and healthy living publications, a targeted Internet initiative that reaches the boomer segment through unique websites such as chatelaine.com. The campaign also includes in-store activity including shelf advertising and spreading coupons across Western Canada.
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By GlobalData
