Jamba Fruit Snack: Pitching Deck

Task Description

As a class, we were separated into 2 teams to compete for a hypothetical Jamba Juice pitch. The goal was to re-imagine a line of snacks Jamba could produce with branding and contents that aligned with Jamba seamlessly. My group was tasked with designing and strategising the line of Jamba Fruitfruit snacks based on the flavours of Jamba Juices.and as a team, we won the pitch. However, this is my own individual effort of the task and does not include any contents of the group effort.

ProductParameters

Product has to be:

High in protein

High in fibre

High in vitamins

Gluten green

1 serving of fruit per amount of product

Only 100 kcal per serving

Promoting healthy eating

Developing ability to make healthy eating habits

Promoting healthy body image

So children do not become overweight

Meal options for overweight children

...and satisfy these demands from consumers.

LogoDesign

Colour Swatches

Fonts

Slogan

- Jamba Fruit

#1 #2 #3

#4 #5

"For when you just gotta jamba"

PackagingDesign

strawberries wild mango

acai super-antioxidant apples 'n greens

ProductLine

STRAWBERRIES WILD

Main Ingredients:

Strawberries, Bananas and Apple

MANGO-AGO-GO

Main Ingredients:

Mango, Orange and Pineapple

ACAISUPERANTIOXIDANT

Main Ingredients: Blueberries, Acai and Raspberries

APPLES'N GREENS

Main Ingredients:

Apples, Kale, Peach and Pear

IndustryTrends

As of 2019, the market is valued at $4.92 billion. There is an expected 9.2% annual growth rate in the market between 2020 and 2027.

A significant driver of the market has been health-conscious millennials desiring and seeking out better-for-your-health foods and products.

Consumers are looking for...

Fruits and vegetables based snacks that don't compromise taste or textures

Higher quality, convenient food that can satisfy hunger while fulfilling their nutritional needs

The largest consumer percentage of the market falls to parents with children with 28.2%. As of 2022, around 1 in 5 of mother's in the US are millennials. And in the coming 10 to 15 years, 80% of Millennials will be parents, meaning the second largest consumer percentage of the market (millennials) is paramount to keep in mind.

CustomerPersona

Bio

Name:Amanda

Work:Homemakerandphotographer

Relationship:Marriedwithkids

Location:SanDiego

AmandaisabornandraisedCalifornian,shelovesbeingin naturewetherthatssurfingorhiking.Whenshemether partnerandtheydecidedtogetmarriedandstartafamily, sheknewshewantedtoraisekidsthewayshewas-in nature.Herpartnerworksinthefilmindustryandbecause Amanda'sscheduleasafreelancephotographerissolax, whentheirfirstchildwasbornAmandadecidedtodedicate herselftobeingamom.Shecarespassionatelyaboutthe environmentandherhealthandwellness.Shehopestoraise herkidwiththesameethos.

Does Feels

Spendsalotoftimeoutsideinnature excising. Buysprimarilyfromhealthshopsand farmer'smarkets

Activelyseeksouthealthyoptionsforher kid'ssnacksandforherown.

Drinksfruitsmoothiesandgreenjuicesdaily.

Says Thinks

"Alotofstoresandbrandsliewhentheysay thingsarehealthy.Youcan'ttrustthem!"

"IwishIcouldfindasnackIcangivemykid andeatmyself."

"HealthygrocerieslikeWholefoodsand

ErewhonMarketsellgoodsnacksbutthey're soexpensive!"

Confusedbytheingredientslistsonkids foodsbecauseeverythingseemsfullof chemicalsandfindinghealthyandsimple ingredientsishard.

Overwhelmedpreppingandpacking homemadesnacksforherkideveryday.

Itwouldmakeherlifeeasiertohaveasingle placewhereshecouldgetasnackforher,her partnerandherkid.

It'simportantthatherkidisexposedto differenttypesoffruitsandvegetablesfroma youngagesoshecandevelophealthyeating habits.

MarketingMix

PRODUCT PRICE

Glutenfree,highinfiberandprotein, vitaminsandminerals. Contain100caloriesperserving Madeupof15%protein,25% vegetables,18%fiber,35% carbohydrates,20%fats,andonly5% sugar

Comein4ofthemostpopularoriginal JambaJuiceflavours:strawberrieswild, mango-a-go-go,acaisuper-antioxidant, apples'ngreens

8oz(226grams)packetsofthe

JambaJuicefruitsnackseachcost

$2.45

Packetssoldinabulkof1flavour ofeachcost$8.75

DiscountsaccordingtoJambaJuice offeringsandmembershipcard holders.

PROMOTION PLACE

AdvertisedinJambaJuicestores,online intargetedadstomillennials,mothers andstudents.

Campaignwithposters.

Productssenttoinfluencermothers withstrongfollowingsonsocialmedia and/orwithMommyBlogstopromote theproduct.

SoldinJambaLocationsofwhich thereare777 locationsaroundthe UnitedStates.

Physicalretailers:Target, Walgreens,Wholefoods,grocery storesetc

Onlineretailers:Target,Amazon

SuppliersandManufacturers: Andros,SunOpta,andTaura

NaturalIngredients

Campaign

PositioningLandscape

SimpleIngredients

LowFruit Content

HighFruit Content

Highinadditivesandchemicals

FOR WHO OUR THAT UNLIKE

health conscious customers are looking for healthy snacks, fruit snacks are made from real fruits

Welch's fruit snacks' OUR eco-friendly packaged fruit snacks contain vital vitamins, minerals and fibres fulfilling children's needs as well as adult's, as well as containing no added sugar and additives.

BIBLIOGRAPHY

https://money.usnews.com/money/personal-finance/spending/articles/how-millennials-spend-their-money

https://www.forbes.com/sites/forbesbooksauthors/2019/05/01/millennial-spending-habits-and-why-they-buy/?sh=2442dd34740b

https://www.thebalancecareers.com/common-characteristics-of-generation-y-professionals-2164683

https://www.grandviewresearch.com/industry-analysis/fruit-snacks-market

https://www.mordorintelligence.com/industry-reports/fruit-snack-market

https://www businesswire com/news/home/20170524006004/en/Jamba-Juice-Debuts-Innovative-Summer-Blends-with-Collagen

https://hellogiggles com/lifestyle/why-being-millennial-mom-feels-different/

https://today yougov com/topics/food/articles-reports/2019/06/16/jamba-dropped-juice-its-name-might-be-why

https://www.mashed.com/483873/the-untold-truth-of-jamba-juice/

https://1851franchise.com/is-jamba-juice-a-good-investment-2715639

https://www.franchisegator.com/franchises/jamba-juice/

https://www.vettedbiz.com/healthy-food-beverage-franchise-jamba-review-2020-fdd/

https://www.scrapehero.com/location-reports/Jamba%20Juice-USA/

https://www forbes com/sites/nicolerasul/2019/02/13/how-one-small-maker-is-sustainably-shaking-up-the-american-fruit-snack-market/?sh=6f4a0a892069

https://www forbes com/sites/douglasyu/2021/06/15/upcycled-food-company-rind-snacks-closes-61-million-series-a-round-led-by-valor-siren-ventures/?sh=68ca61c41caf

https://www.businesswire.com/news/home/20140723005681/en/Jamba-Juice-Blends-Health-and-Wellness-Positioning-with-Technological-Innovation-to-Attract-Loyal-Consumers

https://www.millennialmarketing.com/2008/09/millennial-target-jamba-juice/

https://www.continuuminnovation.com/en/what-we-do/case-studies/the-ideal-holistic-retail-experience

https://www.restaurantbusinessonline.com/marketing/jamba-recasts-itself-address-new-market-realities

https://www.franchising.com/articles/jamba_juice_new_cmo_looks_to_redefine_this_legacy_brand.html

https://www.mbaskool.com/brandguide/food-and-beverages/14389-jamba-juice.html

https://coriolisresearch com/pdfs/coriolis jamba juice pdf

https://www adweek com/brand-marketing/how-jamba-put-smoothies-on-the-map/

https://edition.cnn.com/2019/06/06/business/jamba-juice-rebrand/index.html

https://gdusa.com/top-stories/srg-refreshes-jamba-and-redesigns-stores

https://www.lokaeats.com/jamba-juice-menu-price-usa/

https://www.fooddive.com/news/consumer-demand-for-sustainable-packaging-holds-despite-pandemic/599013/

https://www.scrapehero.com/location-reports/Jamba%20JuiceUSA/#:~:text=Number%20of%20Jamba%20Juice%20stores%20in%20the%20United%20States%20in%202023&text=The%20state%20with%20the%20most,Juice%20stores%20in%20the%20US.

https://www snipp com/blog/22-facts-you-should-know-about-millennial-momsinfographic#:~:text=There%20are%20an%20estimated%2072

©2021,ELLIE-PALOMA BURSBY