Nudie plots a fresh fruit burst overseas

By Rosie Baker | 10 December 2013
 
Nudie juice squeezes juice from overseas market.

Nudie, the Australian juice brand that prides itself on its health credentials, is mulling taking its quirky fruit juice brand overseas.

The Australian brand has built its challenger brand reputation on creating its juices from the best fresh Australian ingredients and not including any preservatives of additives.

James Ajaka, the co-founder of Nudie, told AdNews the company was scoping out a number of locations for a potential launch, but there are no formal plans in place as yet.

Possible locations could include the US, where it would go up against brands including Odwalla and Naked. In Europe UK brand Innocent would be the competition, but Ajaka says Nudie would only look to launch in markets where it can “create good and add value” for consumers.

Ajaka says: “Nudie started from the idea that why does the US have Odwalla and Naked and the UK has Innocent and PJ's Smoothies - why can't we [Australia] have products like that? Since then, [Nudie has] innovated more than any other brand in this category. We launched coconut water and we were the first in the world to have a drink with Chia seeds.

“We travel a lot to get inspiration for our innovation and that can sometimes turn into there being an opportunity for us [in other markets]. Maybe those consumers in those markets would like our drinks because no one is making anything like it there.”

Overseas expansion would provide the brand significant growth opportunity and exposure to markets that would allow the brand to be a bit more “radical” with the product range it offers, he says.

It can be difficult to get the necessary scale to sustain a niche product in Australia, but overseas markets that would allow a targeted, customised approach to new product development and allow the brand to launch products in localised areas, rather than a national roll out.

Nudie is in its 10th year and is estimated to be a $70m business in Australia.

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