Much of the debate at a recent fruit juice conference in Istanbul was about communicating juice benefits.
My own presentation included an analysis of juice strengths, weaknesses, opportunities and threats. Among other ideas put forward were:
• Displaying juice in supermarkets alongside fruit itself
• Promoting a World Juice Day, initiated by Turkey
• More generic publicity with internationally consistent messages.
• Additional support for juice as part of a worldwide 5 a day campaign for fruit and vegetables.
Fruit juice sales are not growing as fast as many other soft drinks markets. They deserve better.