Baby Boomers, remember with me the first time fruit/vegetable drinks became popular. It was in the 1960s, early 70s. They were enjoyed in the context of mini dresses, go-go boots, loud colors with swirly patterns, The Beatles, Woodstock, lava lamps, black lights, incense, pop-top chains, tree huggers… Oh, where do I stop?
Tree huggers. Those were the folks most likely to drink fruit and vegetable drinks. Back then, they juiced carrots, turnips, spinach and who knows what else because the drinks were natural. Natural became the fabric of the culture. Back then, nature was your mother, father, brother and sister. Can’t you just hear it… “Peace, love and flower power!”
Sorry if you’re not a Baby Boomer and you don’t understand a word of this.
Today, we have fruit and vegetable drinks, but in a different context. We’re fighting obesity and just trying to live healthier lives on the run. We have a New York City mayor who is vocally concerned about what we’ve become accustomed to drinking.
In the olden days, the fruit and vegetable drinks were relegated to home juicing and health food stores with bells above the doors.
Today, just check out the juice sections of any grocery store, including the shelf-stable juice aisle, the frozen juice section and the fresh refrigerated juices in the produce department.
And restaurants? Fruit drinks have long been popular, obviously for their sweet flavor, but what about those vegetables in an era far removed from tree hugging? It’s not such a scary business proposition when the likes of Coca Cola with its Odwalla brand and PepsiCo with its Naked Juice label have safely and successfully acclimated consumers to the idea of drinking their vegetables.
- Tropical Smoothie Café just introduced the Island Green Smoothie made with fresh spinach, kale, mango, pineapple and banana; and the Caribbean Carrot Smoothie with carrots, mango, banana, goji and orange juice.
- Jamba Juice has an interesting ingredient list on its Tropical Harvest Smoothie. Imagine the combination of mangos, peaches, yellow vegetable juice (sweet potato, carrot, butternut squash) and passion mango juice.
Okay, granted, these outlets are along the healthy highway. We still have a long ways to go. How about Denny’s or The Cheesecake Factory offering fruit and vegetable blended drinks? Maybe we’re not that far along, and that’s why I say there’s growth opportunity. These drinks can command a higher price.
I would expect Subway or McDonald’s to dive in to fruit and vegetable drinks next to fit with their expanding health image initiative. It would be easy. Simply bring in a line of Odwalla or Naked Juice. Consumers may be about ready to make these drinks a part of their lifestyle.
Tell me what you think.
Jody
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