Recently, Chivita Premuim Fruit Juice, flagship brand from the stable of Chi Limited launched a new campaign to reinforce its “100 % fruit juice content” a tagline that has won for the brand top- of- the-mind position among fruit juice consumers across board.

Although, competition in the juice market is growing fiercer with different juice makers deploying various strategies to increase sales even as new entrants join the fray, Chivita has been able to squeeze more juice more out of a tight market than its major rivals. The brand has sustained its trajectory as a leading fruit juice brand in a market strutted by other strong contenders in the likes of 5Alive (Coca Cola), Funman and Don Simon and over 15 other fringe players in the last decade.

According to industry observers, part of the reasons for Chivita’s steady climb to the top is the health carrot it has been dangling with its three-legged brand promise: “No added sugar, No added preservative, No Artificial colours and Flavours.”

Analysts believe Chivita Premium Juice growing dominance flows from the absence of artificial sugar additives in the product in the face of growing health-consciousness among Nigerian juice consumers care.

Incidence of non-communicable diseases such as diabetes, hypertension, stroke and heart diseases is mounting. These diseases have been linked by experts to high consumption of refined sugar among other factors. With a life expectancy of 58 years staring Nigerians in the face, a growing number of Nigerians are becoming wary of refined sugar. Their fears is heightened by a wave of nutrition advocates many of them who are trained multi-level marketers of nutritional supplements who campaign for the return to natural foods. Gradually, to add a number of days to their age, Nigerian consumers are in recent years searching for natural foods in the Nigerian food and beverage brand basket.

Some of the consumers who spoke to our correspondent confirmed that they preferred it because of its constituent and natural fruit taste.

One of them, a young businessman who gave his name as Chinedu said: “Chivita is very nice especially the orange and pineapple flavours. They taste like real fruit juice.”

Another consumer, Theo Chukwuka said, “I like Chivita because it is thick and taste more like juice from real fruits than 5Alive. Another thing is that it is readily available.”

Corroborating their views, a juice stockist at the popular Mushin Provision Market who declined to mention his name said, “There are some that are real fruit juice like Chivita, which is why many consumers are buying it.”

Chivita Premium Fruit Juice was first introduced in the country in 1996 at a time when a good number of Nigerian consumers had a penchant for patronising imported products based on the perception that they are of higher quality.

However, over the years, Chivita has grown its equity with campaigns that have helped to build brand presence and kept brand stuck in the consumers’ consciousness. One of such outstanding campaigns which aimed at positioning Chivita Premium Juice as a food product with Nigerian roots, ‘Be Nigerian, Buy Nigerian.’ The campaign sold the brand as a Nigerian brand of international quality such that big hotels and airlines now wet their clients’ palate with Chivita. The product is also found in markets outside Nigeria’s shores.

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