The Minute Maid Company has announced the launch of the first national brand of Vitamin D-fortified juice in the US$3.1bn chilled orange juice category.

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The company expects the new product to play a “strong role in continuing the growth momentum for Minute Maid branded products” during the coming year.


The calcium-fortified orange juice segment has grown significantly in recent years, and in 2001, made up 30% of overall chilled orange juice sales and 40% of Minute Maid Premium chilled orange juice sales.


Donald R. Knauss, company president and CEO, commented: “Vitamin D fortification, in conjunction with calcium, provides a delicious, convenient way to help consumers build even healthier bones.


“We expect significant consumer interest in this Minute Maid innovation, which will contribute to growth for both the category and Minute Maid branded products.”

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From 1 April Vitamin D will be added to calcium-fortified Minute Maid Premium Home-Squeezed Style orange juice and calcium-fortified Minute Maid Premium Blends(TM): Orange Tangerine; Orange Passion; Orange Strawberry Banana; and Orange Cranberry. The taste and appearance of the juices remain the same, with an 8-ounce serving providing 25% of the recommended daily amount of Vitamin D and 35% of the recommended daily amount of calcium, the same amount of both nutrients as in a serving of Vitamin D-fortified milk.


In mid-June, the company will expand Vitamin D fortification to all multi-serve Minute Maid Premium Original calcium-fortified orange juice products.


Marketing Support


The launch of Vitamin D plus calcium-fortified juices will be supported by a fully integrated marketing campaign, including print advertising, in-store promotions, FSIs, a consumer education initiative on Vitamin D, and media outreach to the medical community. Doner Advertising is creating the advertising, which is scheduled to begin mid-May.