Nantucket Nectars Unveils All-New Super Nectars Line

Nantucket Nectars (Cambridge, MA) has launched an all-new Super Nectars line, replacing its two-year-old predecessor. The changes made are expected to increase awareness of the brand and excitement in the product, leading to higher case sales.

Super Nectars are now packaged in unique, 15-oz. square glass bottles, and new point of sale materials have also been created. The line consists of seven pasteurized, all-natural nutritionally enhanced juices, with no artificial colors, flavors or preservatives. The flavors include Ginkgo Mango and Green Angel, which are holdovers from the previous line; Vital C, Protein Smooth and Mama Calcium, which are improvements over their predecessors; and Guarana Buzz and Beta Carrot, which are new additions.

The target consumer for the new line of Super Nectars is health conscious 18- to 35-year-olds. The $1.59 SRP will be an attractive price for consumers who often pay up to $2.59 for other nutritionally enhanced beverages.

The improved Super Nectars are a part of the Quality Juice Evolution Solution (QJES), Nantucket Nectars' commitment to produce the best quality juice possible.

Super Nectars currently represents 6% of Nantucket Nectars total sales, which topped $50 million in 1998.