Genesis Today Shaking Up the Juice Market

AUSTIN, Texas, Sept. 16 /PRNewswire/ -- Genesis Today, purveyors of one of the country's fastest growing juice brands and emerging leader in the superfood consumer category, announced the launch of an edgy new advertising campaign aimed to shake up the juice market.  This new campaign, which will appear in over 15 markets across the country beginning in September and debuting nationally later this Fall, pits the brand's iconic superfruit juices glass-to-glass with orange juice, the matriarch of morning juices.

(Photo: http://photos.prnewswire.com/prnh/20100916/NY65729)

(Photo: http://www.newscom.com/cgi-bin/prnh/20100916/NY65729)

This multi-channel campaign, which includes print, broadcast, out-of-home and online spots, will encourage consumers to rethink their usual morning glass of orange juice through bold taglines that include: "Orange Juice Had A Good Run," and "Our Juice Can Beat Up Your Juice."  In addition, Genesis Today will be making heavyweight nutritional claims hoping to call to consumers' attention the deficiencies of orange juice.  

According to Dr. Lindsey Duncan, Founder & CEO of Genesis Today, "There is a shift in tide currently under way in the beverage market.  This new beverage trend is all about the 'halo of health' around beverages with purpose – juices created with more antioxidants and vitamins than ever before and made with unique fruits and natural compounds like Acai, Goji berry and Resveratrol.  Our advertising campaign only reinforces and communicates this trend."

In conjunction with this new advertising campaign, the Genesis Today brand also revealed new packaging designs and announced a recipe reformulation to one of their best selling products.  

Brand New Look

All Genesis Today products will be touting new labels this Fall.  The new look embraces the exotic nature of superfruits, pays tribute to the age-old traditions surrounding them, and captures the premium quality and soulfulness of Genesis Today.

Brand New Bottle

Genesis Today juices will also debut a new bottle design.  The brand partnered with Constar International, inc. to create a unique, custom bottle. The bottle has a sleeker look with the Genesis Today signature logo embossed into the front and back shoulder.  The custom bottle debuts in 64oz size, with plans to move to other sizes in 2011.

Revamped Recipes

In addition to these packaging changes, Genesis Today announced changes to two products within their core juice line.  Based on loyal consumer feedback, Genesis Today revealed a recipe change to the popular Goji Berry juice, adding the power of cranberry to this best selling beverage.  Additionally, the brand has renamed its classic Resveratrol Juice to Pomegranate & Berries with Resveratrol, highlighting the bountiful benefits of the many fruits included within this juice.  Roll out for these changes are slated to begin this month.

"Our customers have influenced some of the big changes we've made", Dan Arnsperger, President of FD&M at Genesis Today states. "The name change for our Pomegranate & Berries with Resveratrol was driven by listening to our customers who loved the benefits of our juice but were unfamiliar with resveratrol and wanted to know what flavor of juice they could expect from the name."

"Adding cranberry to our Goji Berry Juice was also driven by our customers," states Arnsperger. "They love the benefits of this juice, but craved something a little more fruity and smooth. So, we added cranberry, one of the most popular superfruits known worldwide, to complement our goji flavor.  Cranberry offers additional health benefits and now Cranberry Goji Juice has 2X the benefits and flavor. And, unlike some of our competitors, our juices have no added sugar -- the sugar is derived naturally from the fruit juice -- and there is no high fructose corn syrup or preservatives in any of our superfruit juices."

Dr. Duncan stated, "Some companies fear change, but we are not like most companies. One of the core values at Genesis Today is constant and never ending improvement.  As we expand our products and our business by leaps and bounds, we believe these changes uniquely capture the heart and soul of Genesis Today."

About Genesis Today

Genesis Today, located in Austin, Texas, is a world leader in creating nutrient-rich products made from all-natural superfoods. Genesis Today delivers 100% superfruit juice blends such as Acai Berry, Cranberry Goji, Pomegranate & Berries with Resveratrol and Veggie Blast juices, as well as a line of pudding and superfruit vitamin chews available at Walmart, Sam's Clubs, and other fine retailers nationwide. Genesis Today also has a line of nutritional supplements sold nationwide at Whole Foods Market, HEB, and other fine retailers. Learn more at genesistoday.com.

SOURCE Genesis Today