LOS ANGELES – POM Wonderful posted record annual sales in 2012, buoyed by the introduction of POM’s new 8oz bottle of 100% Pomegranate Juice, which has become the fastest-selling, single-serve premium refrigerated juice less than a year after launch.
POM Wonderful posted 30 percent growth in overall juice sales last year as part of the company’s record-breaking year that also saw an 80 percent increase in fresh fruit shipments and an 80 percent boost in sales of POM POMs Fresh Arils.
More Americans were introduced to pomegranate products last year than any year in history.
Company officials credited the success of the new 8 oz. bottle for its unprecedented market penetration. Using a combination of targeted trade promotions, retail advertising and free-standing inserts, POM Wonderful bolstered overall sales with 66 percent of new 8 oz. consumers coming from outside the produce juice category.
“Our strategy was based on a simple idea: If consumers try our product, they will come back for more,” said Marc Seguin, vice president of marketing for POM Wonderful. “Two POM Wonderful pomegranates are squeezed into every 8 oz. bottle of juice. Clearly, health-conscious consumers like what they’re drinking. Not only did we quickly establish the 8oz bottle as a category leader, we helped drive growth across all of our POM products.
“Our 8oz bottle has grown the juice category as a whole,” he added. “We’re seeing new consumers becoming repeat purchasers and many are trading up for larger-sized bottles of POM.”
POM juice is also sold in 16oz, 24oz, 48oz and 60oz sizes.
POM’s 48oz bottle held the position of the No. 1 selling premium refrigerated juice throughout the year. POM Wonderful’s new 8oz size of 100% Pomegranate Juice is available at grocery stores nationwide for a suggested retail price of $1.99.
About POM Wonderful
With 18,000 acres of orchards in Central California, POM Wonderful is the largest grower and producer of fresh pomegranates and pomegranate juice in the United States. POM Wonderful grows, handpicks and juices its own pomegranates. By managing the entire production process from tree to bottle, POM Wonderful guarantees that its products come from only one source – 100% California-grown POM Wonderful pomegranates.
Through its proprietary juicing technology, POM Wonderful crushes every pomegranate used to make its all-natural 100% Pomegranate Juice to deliver goodness from the entire pomegranate. POM Wonderful 100% juices, LITE POM and POM Tea are available year-round in the refrigerated juice aisle of produce departments in supermarkets nationwide. To learn more, visit www.pomwonderful.com.
Source: POM Wonderful
