Perfection Fresh (Aust)

Pomegranate juice shakes up Australia's juice market

POM Wonderful 100% Pomegranate Juice was among the top three new lines in the fresh category recognised at the 2009 Woolworths Supplier of the Year Awards. It was the only juice nominated in any category in the 2009 awards.

POM Wonderful 100% Pomegranate juice is all-natural, with every 473ml bottle containing the juice of five fresh California-grown Wonderful variety pomegranates.

Sold and distributed by Perfection Fresh Australia, POM Wonderful became the top-selling juice in the premium category within six months of its release in November 2008. Sales have consistently increased each month, almost doubling since a new range of sizes become available in October 2009.

The juice was also named as a finalist in The Australian Women's Weekly inaugural Product of the Year Awards.

Perfection Fresh marketing manager, Lucy Howkins, said, "The extensive medical research on POM Wonderful 100% Pomegranate Juice and its success in the United States and United Kingdom, has been a real asset in boosting consumer interest in Australia."

"Due to its superior levels of polyphenol antioxidants and published medical research, POM Wonderful is an ideal choice for health conscious Australian consumers," said Kurt Vetter, POM Wonderful's senior vice president.

"Our investment in advertising and consumer education on the terrific benefits of our juice will continue throughout 2010. We believe we have only scratched the surface of consumer's knowledge of its value to a healthy diet," Mr Vetter said.

"With so much fresh Australian-grown produce and a nation interested in healthy products, Australia's juice market is large and competitive. This juice offers a taste quite different from the traditional flavours Australians have grown accustomed to," Ms Howkins said.

"The indisputable freshness and nutritional value of the product, its pure pomegranate flavour and the bottle's iconic shape have also set POM Wonderful apart from other juices, resulting in it capturing repeat customers."

Ms Howkins said the juice was available in three sizes of 1.4L, 473ml and single serve 236ml bottles as a result of consumer demand.

"We have a product that is right for every store, every household," Mr Vetter said.

Perfection Fresh distributes the signature POM Wonderful 100% Pomegranate Juice, POM Wonderful's pomegranate mango, cherry and blueberry juice blends and three POM Wonderful teas to supermarkets and independent outlets throughout Australia.