Bangkok--11 Sep--Polyplus PR
Drinkologist Co., Ltd., one of the latest fruit juice drinks producer in Thailand, is entering the fruitamin market with 100 million baht investment in a bid to launch ‘if Fruitamin’ as premium fruit juice. This new brand is featured with an innovative Cold Aseptic Filling technology which allows a hygienic fruit pulp be inserted in a bottle. It is expected that the launch of this new brand will generate 300 million baht sales, or taking over 100% of the fruitamin segment by the end of this year.
Mr.Pongsakorn Pongsak, Chief Executive Officer of Drinkologist Co., Ltd. said “Presently Thailand’s fruit juice market is still on a growing trend. The market rises at an average rate of 7.6% over the past 12 months. It was mainly driven by health conscious young generation whose numbers are increasing. The premium segment for fruit juice has been expanding and thus opening up opportunities for if Fruitamin, the healthy fruit juice with added vitamin. ‘if Fruitamin’ drink is available in two flavors: Mediterranean White Grape, the white grape juice mixed with Aloe Vera and dietary fiber, and Sorrento Lemonade, Lemonade with Vitamin-C. The two flavors are richness of taste and refreshment as it is made from fresh white grape and lemon juice. ‘if Fruitamin’ drinks feature fresh and healthy imported ingredients with no artificial colors or preservatives as it could be harmful to consumers. ‘if Fruitamin’ also have vitamin and fruit pulp added, hence making it taste better.
In addition, the Cold Aseptic Filling technology helps to preserve the vitamin and nutrients five times more efficient than the previous process. With advanced technology, we can also reduce plastic usage by 50 - 60%, thus making the production environmental friendly. With the breakthrough technology and product innovation, we are confident that ‘if Fruitamin’ will be able to drive our market share in premium fruit juice to 25%, equivalent to 1,000 million baht market value by 2014.”
The company has set aside 100 million baht budget for research & development and marketing activities, which include communication to its target of students, and working people who are health conscious and lead a modern lifestyle. The 360 degree marketing strategy will be applied with James Ma as the brand presenter representing a modern guy who takes good care of his health. Viral marketing will also be deployed to create brand awareness and recognition, as well as reaching out to the audiences at large. On distribution, if Fruitamin will be available at all channels including the Open Trade and Modern Trade e.g. 7-11 and Family Mart, Tesco Lotus, The Mal, Jiffy, Tops Supermarket, Boots, etc. ‘if Fruitamin’ drinks was launched on 15 August 2013. It is now available at 7-11 nationwide, and will soon be distributed across Thailand through every channel by the end of September 2013.
“With aggressive marketing strategy and the right pricing, we are confident that if Fruitamin, though a newcomer, will be competitive in the market. Total sales by the end of 2013 are expected at 300 million baht, or 10% of total market value for premium fruit juice. We also expect the sales to increase to 1,000 million baht by 2014.” Pongsakorn added.
Be ready to meet heartthrob James Ma, the first ‘if Fruitamin’ presenter, who will be accompanied with three beautiful ladies - “Mint” Chalida Wijitwongtong, “Gubgib” Sumontip Leuangthai, and “Woonsen” Virithipa Pakdeeprasong. They will be testing white grape juice with aloe vera pulp & fiber, as well as, lemonade with vitamin-c at this rare up close event.
The healthy vitamin mixed drinks, if Fruitamin, are now available in 280ml bottle specially designed to suit active lifestyle. Get fresh with if Fruitamin’s two flavors: Mediterranean White Grape, the white grape juice mixed with Aloe Vera pulp and dietary fiber, and Sorrento Lemonade, Lemonade with Vitamin-C, at only 20 baht per bottle at any 7-11 stores.
For more information, please contact Polyplus PR Co., Ltd.
Tel. 02-572-4444 ext. 348, 353