CHIVITA: Why 100% fruit juice content is the new ‘cool’


How would the average Nigerian respond to a question like: are you getting enough fruits and vegetables in your diet? For the majority, the answer will most likely be: no.

In fact, according to available estimates, roughly 90 per cent of Nigerians are not meeting the daily recommendations. Nevertheless, 100% fruit juices are a convenient way for adults and children to help meet recommended daily servings of fruits and vegetables.

According to the US Dietary Guidelines Advisory Committee Report for 2005, “Fruit juices provide substantial contributions of several vitamins and minerals in higher amounts than do whole fruits.”

In an increasingly health-conscious world, avant-garde brands have risen to the challenge of meeting consumer needs with innovative solutions that have begun to affect the longevity of people in a significant way. By making conscious efforts to meet the emerging needs of consumers, life-giving products which were once exclusive to the wealthy have now become available to all consumers. Hitherto, only the rich had access to packaged natural products that could repair damaged body cells and prolong life in tangible ways.

Today, it is gratifying to note that beverage manufacturers like Chi Limited, makers of Chivita Premium Fruit Juice, have made it easier for everyone to drink more healthily by creating beverages that are simply healthy and affordable. In spite of stiff competition and uncertainties in the marketplace, Chivita has endured to build a formidable brand that is a huge delight to fruit juice consumers.

Again, by deploying technology in a beneficial manner, Chi Limited has introduced some amazing solutions to the health needs of consumers, especially with the introduction of Chivita Premium Fruit Juice. Manufactured from 100% pure juice, Chivita Premium Fruit Juice contains no added sugar, no preservative and no added colours.

A 100% Fruit Juice product which comes in five variants, Chivita Premium Fruit Juice is a rare blend of the best of Nigerian and imported fruit juices. Its good natural taste has helped the brand to attain the status of a market leader which explains its high visibility at social gatherings across the country.

Indeed, nowadays, no social gathering is complete without packs of Chivita Premium Fruit Juice adorning the tables. Besides, the brand which is targeted at all age groups has enjoyed high multimedia presence.

Like most sectors of the Nigerian economy, the fruit juice product category is highly competitive. But Chivita Premium Fruit Juice has worked hard to earn consumers’ loyalty and admiration through its many flavours, promotions and campaigns.

Although Chi Limited which started operations in Nigeria in 1981 is relatively young in comparison to its main competitor, Nigeria Bottling Company, its entertaining commercials and heavy reliance on outdoor advertising has helped it to gain top-of-mind awareness among consumers of fruit juice. No doubt, Chivita has amply demonstrated that the best way to consumers’ hearts is to offer a variety of good choices at affordable prices. The fruit juice is available in five variants of orange, pineapple, apple, orange-mango and duets of orange-pineapple.

Happily, a steady inroad into the market by beverage manufacturers has seen a steady increase in the life-expectancy figure for Nigerians to a respectable 58 years today. But this figure is still low by world standards. The figures for non-communicable diet-related diseases like diabetes, scurvy, kwashiorkor and hypertension, among others, show that there is still a gap in the nutritional intakes of Nigerians. Besides, experts have linked the high incidence of such diseases to increased consumption of refined sugar and synthetic fibres which damage the health of unsuspecting consumers.

Today, Chivita 100% fruit juice is the new ‘cool’ because there are no added sugars in 100% juice. What the consumer gets is the same as the natural sugars found in whole fruit. In addition, 100% juices are nutritious naturally or when fortified with nutrients like vitamin C, calcium and vitamin D.

The 100% juice is considered a “nutrient dense” beverage because it packs more nutritional value than other beverage choices per calorie. Again, 100% juices contain naturally-occurring phytonutrients. Phytonutrients compounds found in fruits, vegetables and other plants that researchers believe have disease-preventative and disease fighting properties.

The 2010 Dietary Guidelines for Americans recommend consumption of several cups of fruits and vegetables per day, and acknowledge the role that 100% juice can play as part of the fruit allowance. According to the latest consumption data collected by the US Centres for Disease Control and Prevention (CDC) the majority of America’s children and teens are drinking 100% fruit juices in amounts recommended by health professionals.

The distinction of being the first brand in Nigeria to refer to itself as a Proudly Nigerian brand through its ‘Be Nigerian, Buy Nigeria’ campaign has also helped to sustain Chivita’s growing brand equity. In terms of market share and turnover, Chivita is larger than 5Alive from the stable of Nigeria Bottling Company, Funman, Don Simon and other fringe players in the last decade. Its competitive edge has remained the absence of refined sugar and preservatives in the packaged juice.

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According to the Managing Director of Chi Limited, Mr. Roy Deepanjan, “Nutrition is a key enabler to meet almost every development goal, and we cannot over-emphasize the important role that natural foods without artificial preservatives and refined sugars can play in achieving this. 100% juice is considered a “nutrient dense” beverage and it addresses the nutritional needs of people at every stage in life.

“More significantly, as the leader in the Nigerian fruit juice category, we see it as our responsibility to promote the nutritional benefits of 100% fruit juice among all Nigerians.”




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