Long Banished to the Side of the Package, Nutrition Info Now Playing Center Stage
Old Orchard Brands Introduces New Campaign That Provides Sugar-Restricted Dieters Enhanced Access to Nutrition Content
SPARTA, Mich., August 25, 2008 — For consumers with sugar-restrictive diets struggling to find a “light” variety of fruit juice to fit their needs, the search is made easier by an all-encompassing consumer campaign from Old Orchard Brands that begins today. The “Fit for Your Lifestyle” campaign includes new packaging for its industry-leading low-sugar product, Healthy Balance fruit juice cocktail, as well as a consumer health-focused website, a national ad campaign, a robust sampling program and a dietitian blog.
The “Fit for Your Lifestyle” campaign intends to bolster Old Orchard’s position as the leading low-sugar juice manufacturer with new packaging that more clearly draws attention to Healthy Balance’s nutrition content on the front of the bottle. Yet, the all-encompassing nature of the effort speaks to the Company’s desire to create multiple touch-points with people living with diabetes and those on restricted diets.
“This campaign is really about listening to our consumers and paying attention to what we’ve heard,” said Kevin Miller, vice president of marketing for Old Orchard Brands. “We get a lot of emails from people living with diabetes who tell us Healthy Balance is the only fruit juice they’ve found that fits their diet. We want to eliminate the guesswork by placing nutrition information up front, and at the same time create a peer-to-peer space online for those seeking healthier food choices outside of the juice category.”
The Healthy Balance line of fruit juice cocktails feature an industry-low 6 grams of sugars per 8-ounce glass, which results in nearly 40 percent less calories and carbohydrates than the leading juice manufacturer’s “light” line of juice. The line currently includes Apple, Apple Cranberry, Apple Kiwi Strawberry, Apple Raspberry, Cranberry, Cranberry Grape, Cranberry Raspberry, Grape, Pomegranate, Pomegranate Cranberry, Ruby Red Grapefruit and White Grape varieties.
A registered dietician blogs about healthy food choices at http://www.healthybalance.com and answers questions from visitors. The free site features recipes, fitness tips, health calculators, etc.
In addition, Old Orchard will provide free samples of Healthy Balance to participants at more than 100 “Walk to Fund a Cure Diabetes” events hosted by the Juvenile Diabetes Research Foundation (JDRF) across the U.S. this fall.
A national free-standing-insert (FSI) will appear in newspapers nationwide on Sunday, September 7 in addition to numerous national magazine placements throughout the balance of the year.Login to Favorite