Discover your next big idea in food packaging & processing this Sept.
Experience a breakthrough in food packaging & processing—explore solutions from 2,300 suppliers spanning all industries at PACK EXPO Las Vegas.
REGISTER TODAY & SAVE

Minute Maid courts new audience with looks, focus on health

The brand’s core shoppers long have been moms. But new flavors, edgier marketing, and a more experiential vibe are widening the appeal to young adults.

If you’re a marketer wanting to grow a commodity product, there are two primary ways to succeed: Either tap into your existing customer base differently or steal market share from competitors.

The Minute Maid brand, operated by The Cola-Cola Co., will be an interesting case study as it takes the latter route in 2010. Company President Mike Saint John tells the Houston Chronicle he believes Minute Maid can grow its juice market share by 50% through edgier packaging and a shift to focusing on the product’s health benefits.

Both tactics, he says, are intended to court a younger audience. Traditionally, Minute Maid has focused marketing efforts on moms, but now it is courting both men and women ages 25 to 39.

Minute Maid has aggressively accelerated distribution as well. The brand’s products now appear in Whole Foods, BJ’s Wholesale Club, and in convenience stores.

Know what consumers are willing to trade up for or give them a reason to switch brands. Following that approach can add marketing muscle to a brand, especially when it seeks to ride a category’s growth cycle.

Break out of the ordinary: see what’s new in food packaging & processing
<strong>At PACK EXPO Las Vegas you’ll see machinery in action and new tech from 2,300 suppliers, collaborate with experts and explore transformative solutions. Join us this September to experience a breakthrough in food packaging and processing.</strong>
REGISTER NOW AND SAVE!
Break out of the ordinary: see what’s new in food packaging & processing
List: Digitalization Companies From PACK EXPO
Looking for CPG-focused digital transformation solutions? Download our editor-curated list from PACK EXPO featuring top companies offering warehouse management, ERP, digital twin, and MES software with supply chain visibility and analytics capabilities—all tailored specifically for CPG operations.
Download Now
List: Digitalization Companies From PACK EXPO