MEDIA RELEASE | Grove Juice has the ‘white’ idea
September 30 2011 - If you do your groceries, you may have spotted Grove Juice’s distinctive white bottle in the chilled juice section and wondered, when clear plastic is the industry norm, ‘why white?’
The white bottle, featured in Grove’s ‘Juice of’ range, packs serious health benefits that consumers may not be aware of, according to Grove Juice’s general manager David Milton.
“The white bottle mimics the function of the rind of a citrus fruit, sealing in the vitamin C in its natural state – it retains up to 15% more vitamin strength than a clear bottle.
“It looks like rind and it acts like rind; protecting the micronutrients in Grove Juice from damaging UV light and keeping our juice fresher.
“The freshness barrier provided by the white bottle is a must for Grove Juice given that we don’t pasteurise our juice; a heat treatment process that gives juice a longer shelf-life but destroys nutrients”, said Milton.
However, it’s not just the health benefits that make this packaging concept the ‘white choice,’ according to Grove Juice’s marketing manager Megan Willis.
“The white bottle packaging concept helps us stand out on the shelf amid a sea of orange, and the connotations of white, like purity and freshness strongly resonate with Grove Juice.
“From a marketing perspective, it’s easy for consumers to find again - when people try Grove Juice they almost always come back and buy it again, and white is easy for the consumer to remember – ‘it’s the one in the white bottle!’ ”