Background:

Naturo Food & Fruit Products Pvt. Ltd isthe processed fruit division of the erstwhile Nutrine Confectionery Company. From a range of pure fruit based ready-to-eat healthy snacks to jams, jellies and juices, their innovative productoffers consumers a wonderful variety of tropical fruits in a ready-to-eat form.

The challenge/opportunity

India is the second largest producer of fruits and vegetables,yet astaggering20% to 30% of the produce is lost because of poor harvesting,inadequate storage, transportation and marketing practices. While Naturo provides preserved and packaged fruit with a very high, nutrition intact fruit content, the consumer was seeing the brand and its products as a confectionary and not as fruit nutrition.

Strategy

The objective was to enhance the fruit’s visibility and messaging around it to give the consumer a really healthy fruit choice. Research indicated that all Naturo products contribute to meeting the recommended RDA for fruit of 100 g/day of fruits—recommended by doctors and nutritionists as necessary for good health.

Research also shows that the Indian consumer eats little fruitcompared with other countries worldwide. The brand objective was to get more people both young and older to enjoy fruit all year round, and meet their dietary requirement for fruit. This was communicated through a new campaign, with a visual and verbal idiom that highlighted the nutritional value of fruit. The theme line: Naturo: ‘Make your day Fruitful!’ communicated the brand’s benefits to consumers.

Results

Today, with its refreshed image and the launch in Bangalore, Chennai and Hyderabad of its new product lines, Naturo is well on the way to establishing itself as a company that stands for fruit nutrition. The new packaging and products are available across modern retail.

The website design and content by Scion can be viewed at: http://naturo.in/products.html