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When a company gives an edge in the market where the failure is almost inevitable, more and more business is switching to a source for superiority.
SLICE SODA, which PEPSICO stopped 20 years ago, is one of the latest products to regain brand time machines. In January, SUJA Life, famous for organic juice and booster, started again with a better product in a sparkling beverage space.
Jamie Berle, the brand marketing director of Suja Life, said, “I didn’t need to build a brand,” he said, “I hit the gas,” rather than building a “powerful brand” from the beginning from the beginning.
“We know what you need to build a brand from the beginning.” Bale said. “It’s not easy.”
Slice is not the only brand that comes back beyond the grave. JOLT COLA, ODWALLA Smoothie and Hydroclox Cookies have all returned to retail shelfs to attract previous buyers while attracting new generations of consumers.
Industry experts warn that getting back to discontinued products can bring their own challenges. The company needs to soothe the legacy consumers who like the product in a particular way while changing to attract new and young customers.
“This is certainly a tactic.” This is a way to attract attention, but the probability is stacked. “
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Provision of Grupo Jumex
Easy way?
About 15,000 new foods are introduced every year According to Kansas State University Most of them can’t take off. Some studies have shown that 90%of new products launched will meet death within the first 12 months.
Food and beverage executives say that by converting them into a brand out of the market, they can take advantage of the names that can be recognized among many consumers, and if the failure is the most results, it can start a cost -cost development process.
For example, Slice’s brand perception is almost 50%with consumers between 35 and 44, which are more and more and more nostalgic.
Young consumers had a hard time switching to a retro brand like a slice.
Even if people do not grow using the product, they may have a unique interest in attempts. In particular, the product contains better ingredients, contains sustainable packaging, or promotes other attributes that are not related to consumers at first.
In the update version of SODA, SUJA added a combination of prebiotics, probiotics and post -biox. There are also 5 grams of sugar, removing artificial flavors and confession corn syrup and using only ingredients rather than GMO.
“We do not want to spend time to build brands and build awareness. We know what we need to build a brand from the beginning. It’s not easy.”
Jamie Berlé
SUJA LIFE Brand Marketing Director
The use of the existing brand awareness was the driving force for the 64 -year -old Mexican -based beverage manufacturer, Jumex, was the driving force for the license of ODWALLA, a soft and smooth brand, which was discontinued by Coca -Cola in 2020. Adding ODWALLA to the portfolio allowed Jumex to expand its existing products and expand the existence of the United States.
Owalla’s history It goes back to the 1980s The Chicago Jazz Player Group has started a business that sells orange juice at Volkswagen Van to fund the musical ambitions. The brand’s product lineup has grown to include other juices, water, smoothies and energy bars.
JUMEX was surprised that many consumers thought ODWALLA was still on the shelf. This provided the opportunity to take advantage of brand awareness to remind shoppers.
Ariela Nerubay, the chief marketing officer at JUMEX USA, said, “This is a brand that built RTD juice and smoothie category.
In order to increase the possibility of success, JUMEX arouses the nostalgia of ODWALLA, while modernizing the brand and resonating with consumers. I am a drink producer Previously remove the vitamins added to some ODWALLA products to adjust the component list. Instead, we promote simple and transparent real fruits and natural ingredients.
Carlos Madrazo, a national manager of JUMEX USA, said, “I want to return the brand to the previous glory.”
Currently, JUMEX does not rush to rebuild ODWALLA’s entire portfolio and prioritizes key products such as strawberry-banana smoothies and pineapples, apples and cactuses.
Madrazo said, “The United States is the world’s most competitive market. It will definitely be a challenge.” We are in one level at once. I don’t want to minimize the complexity of starting again. “
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Christopher Doering/Food Dive
Calculus to revive dead brands
In some executives, the brand that resumes the brand has become a full -time business.
Leaf Brands CEO ELLIA KASSOFF has reinstalled some sweets, including Candies Astro Pops, Wacky Wafers and Tart N ‘TINYS, including cookie brand Hydrox. Executives said that it took a long time to bring a believed product from the dead.
KASSOFF has to come out of the market for decades for decades, and sometimes it is necessary to track management and founders to reproduce the formula of the product and find manufacturing facilities through technology.
For example, LEAF is now close to fruitful fruit centers with flavors produced by Bonkers, a rectangular candy with fruits outside the fruit, and NABISCO in the 1980s and 1990s.
The company also revived the $ 4 billion Oreo brand of Mondelēz International, a brighter cookie, a less sweet and dark chocolate, and differentiated Hydrox. Hydrocox was also made of original formulations in the 1960s and 1970s, and as the popularity of high fructose corn syrup, artificial flavor and color became popular, it became popular, including actual cane sugar and vanilla.
When Kassoff decides whether or not to reclaim the suspended brand, it is deeply balanced by reproducing the original product, finding a way to appeal to a new customer, and raising nostalgia.
“Consumers are excited and buy it, but ‘What the hell? This is not what I remember.” There are no more customers anymore. ”Kassoff said. “So it’s important to bring things back in the way people remember.”
However, some companies that restart the suspended brand are less interested in the original formula so that they can talk with the latest consumer trends.
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Authority granted by Redcon1
In the late 1980s and 1990s, JOLT, the mainstream of the shelves, is doubled in caffeine, like other Colas. Florida supplements and energy drinks, REDCON1, have returned this year after acquiring the license.
This time, JOLT is becoming an energy drink. REDCON1 has more than doubled the total caffeine of Cola and switched to sucralose instead of sugar.
JOLT has a NOOTROPICS, B vitamins and non -irritant ambassadors that improve the focus, and appeals to consumers looking for functional advantages from energy drinks. There are more changes, such as cans, which increase from 12 ounces to 16 ounces.
The founder of JOLT applied for bankruptcy in 2009, and the costly canned contract was weighed on the brand. In 2017, it briefly returned to the market, but there was no shock due to lack of distribution, so no momentum occurred and disappeared again.
Redcon1 is an optimistic nostalgia for beverages, and consumers who have grown up with the brand will attract Gen Z Shoppers, a big user of energy drinks, and attract demographic statistics that are having difficulty in accepting Mantra, which is new. The rapidly growing energy drink market is $ 23 billion.
Ryan Monahan, the chief marketing director of Redcon1, said, “We remember when we couldn’t have it for older people like us.” But looking at the industry trend, some of the old ones come back with the Z generation. They are reconstructing this old type of experience, brand or product in a new way.‘
KOSTYO, who consults with the food and beverage industry on consumer trends, has recognized a brand that returns to the market with a brand that faces uphill battles for years.
This product has been suspended for some reason, such as lack of innovation, the emergence of competitors, or the disappearance of prominent fashion. For example, some changes will be needed to solve problems or modernize products.
KOSTYO said, “It’s really tricky.” The number of brands we have successfully returned is too low.
Dan McCarthy, an associate professor of marketing at Maryland University, said that as the product failure continues, the future generation will see some of their favorite brands return to the market. This means that today’s hot products can be changed to tomorrow’s reboot in a few years.
McCarthy said, “The brand reboot is here.” The brand is dying every year. There is enough supply to resurrect. “