Product Innovation as a Solution to a Business Problem
Background: Sunsweet wanted to diversify beyond prunes and appeal to a broader consumer base, yet needed to move the prune inventory of its member growers.
Action: I took advantage of a new technology that produced bits of prunes by “disguising” them with added flavors and the addition of other premium dried fruits in a blend.
I conceived of Fruitlings' fun name and personality; developed and executed the marketing to reach families with a healthy convenience message; developed pricing that maximized profitability; and supported the trade strategy to display the product in the faster turning produce section.
Results:
The launch of Fruitlings succeeded in attracting new consumers. In addition to achieving 50% ACV and 6% share of the highly fragmented segment, the line grew the dried fruit category and helped to enhance the Sunsweet brand image. All this while still moving the prunes harvested by Sunsweet’s growers.
Action: I took advantage of a new technology that produced bits of prunes by “disguising” them with added flavors and the addition of other premium dried fruits in a blend.
I conceived of Fruitlings' fun name and personality; developed and executed the marketing to reach families with a healthy convenience message; developed pricing that maximized profitability; and supported the trade strategy to display the product in the faster turning produce section.
Results:
The launch of Fruitlings succeeded in attracting new consumers. In addition to achieving 50% ACV and 6% share of the highly fragmented segment, the line grew the dried fruit category and helped to enhance the Sunsweet brand image. All this while still moving the prunes harvested by Sunsweet’s growers.