Like Manna From Heaven

Antioxidants protect cells from damage caused by unstable molecules known as free radicals, and in-depth laboratory studies indicate that antioxidants may slow or possibly prevent the development of cancer caused by these harmful free-radicals.

13/07/07 With its high level of antioxidants aimed at counteracting the damaging effects of pollution, stress and a busy lifestyle, the re-launched line of Mana Juices in Pure-Pak is like 'manna from heaven' for health conscious Norwegian consumers looking for an ultra-premium juice with added health benefits and user-friendly packaging.

Tine Fellesjuice identified that consumers were demanding an extra-special, high quality juice which tasted good. Following research, the company also discovered that consumers were willing to pay extra for added health benefits. As a result, Mana Juices were re-developed, to include a high content of antioxidants.        

Antioxidants protect cells from damage caused by unstable molecules known as free radicals, and in-depth laboratory studies indicate that antioxidants may slow or possibly prevent the development of cancer caused by these harmful free-radicals.

In-line with the brand's new status as an ultra-premium product, its packaging was upgraded from one-litre Brik. The new Mana Juice was repackaged in Elopak's 750ml Standard Pure-Pak Classic carton with Pure-Cap U closure and re-launched onto the Norwegian market by Tine Fellesjuice in June 2006. Now with premium Pure-Pak packaging to match, this ultra-premium Mana Juice with added health benefits is designed to corner a real gap in the market.

Women are the key target audience, and the product is marketed via television advertising and female orientated print media including women's magazines. Positioned as a niche product, Mana Juices had low initial market share compared to standard juices, but despite the juice's premium price, sales since launch have increased steadily.

Mana Juice contains 100 per cent juice and is available in three varieties; 'Blueberry', 'Rosehip and Orange' and 'Grape and Raspberry'.