TruRoots Company’s R.W. Knudsen Family Beverages Announces New Lower Sugar, Lower Calorie Juice Line
New Products Mark First-to-Launch Innovation under TruRoots Company’s Leadership
TruRoots Company, owner of sustainably sourced beverages, sauces and grain-based foods, has announced a new line of lower sugar, lower calorie juice beverages from R.W. Knudsen Family that contain no sucralose or high corn fructose syrup and have up to 75% less sugar than the average fortified juice beverage*. The lineup of eight delicious flavors, including organic options, such as Tart Cherry, Cranberry, Tropical Blend and Mango Passionfruit, are available nationwide.
“We believe the natural and organic category is ripe for disruption and are passionate about investing in great brands that consumers love and can feel good about, which is why we purchased R.W. Knudsen from J.M. Smucker last year,” said Bobby Chacko, CEO of TruRoots Company. “Not only were we able to successfully transition the entire company in just 10 months, but we’ve also spearheaded massive acceleration with a clear strategy, robust innovation pipeline, and national brand campaign investment to get our delicious and high-quality products in front of consumers in a meaningful way. Our new R.W. Knudsen Family 48 oz lower sugar line is a proof point of our ability to rapidly innovate to meet evolving consumer needs for high-quality juice drinks with a cleaner profile, at an accessible price point, and in a convenient size and packaging format.”
Additionally, R.W. Knudsen has recently launched a new ad campaign, “There’s a Juice for That,” which connects the health and wellness functionality and benefits of the juice beverages to the light humor opportunities the motto brings to any life situation. The national ad campaign captures the breadth and depth of the R.W. Knudsen’s more than 50 juice drinks, while keeping the consumer’s need states and usage occasion in mind.
“I’m excited that our commitment to product quality, innovation, and knowledge of the consumer and the organic and natural food products category continues under the leadership of TruRoots Company,” said Bill Knudsen, who founded R.W. Knudsen Family more than 60 years ago.
Aside from the commitment to producing high-quality, premium products, R.W. Knudsen and TruRoots Company are dedicated to employing sustainable and responsible practices at the production, distribution and facility levels. In addition to sustainability efforts focused on recycling manufacturing waste, sourcing reusable materials for packaging containers, composting efforts, and more, the TruRoots Company facility has also been named the first and only facility in the State of Maryland to receive the True GBCI Zero Waste to Landfill Certified PLATINUM certification by Green Business Certification Inc.™, which rates how well a facility performs in minimizing their non-hazardous, solid wastes and maximizing their efficiency in the use of resources.
R.W. Knudsen Family’s premium Lower Sugar, Lower Calorie juice beverages are available in 48-ounce bottles at Kroger stores with a suggested retail price of $3.49. To learn more about the complete line of R.W. Knudsen Family products, visit www.rwknudsen.com. To learn more about TruRoots Company and its vision, visit www.trurootscompany.com.
*Per 8 oz: our Organic Cranberry Juice Beverage 5g sugar and 35 calories, Average unfortified juice beverage 25g sugar and 110 calories.
Venerable Natural & Organic Juice Leader R.W. Knudsen Family Flexes Juice Versatility & Accessibility with There’s a Juice for That™
First National Advertising Campaign Launch Marks Key Milestone Under TruRoots Company Leadership
DEDHAM, MA, March 21, 2023 – R.W. Knudsen Family, a pioneer in natural and organic fruit and vegetable juices, has launched its first ever national advertising campaign “There’s a Juice for That™” designed to showcase real-world scenarios in which consumers turn to juice for self-care. From jumpstarting the day with an antioxidant blend, to beet juice post-workout, to tart cherry juice before bed, R.W. Knudsen Family’s assortment of more than 50 shelf-stable juice beverages spans may need states.
While R.W. Knudsen Family has been the leader in natural and organic juice beverages for decades, “There’s a Juice for That” supports the brand’s rapid mainstream acceleration experienced under TruRoots Company leadership and connects the health and wellness functionality and benefits of juice ingredients to the light humor opportunities the motto brings to any life situation.
“The inspiration for this campaign came directly from our consumers’ feedback on why they choose our juices and how they feel our drinks benefit their everyday lives,” said Bobby Chacko, CEO and Chairman of the Board for TruRoots Company, which acquired the R.W. Knudsen Family brand from J.M. Smucker last year. “By tapping into the emotional connection and benefits people associate with our juice, we can bring more people to the aisle to experience our high-quality and great tasting products.”
Concepted by North American integrated branding agency DAVIS the national campaign will capture the breadth and depth of the new lineup while keeping the consumer’s need states and usage occasion in mind. The multi-channel campaign includes a mix of agency, creator and influencer-sourced content to bring the brand story to life.