The brand’s advertising created by ad agency, SO&U continues to  focus on communicating to the consumer, the brand product’s USP-- its 100 per cent real fruit juice quality. It comes in two variants—Orange and Apple. Late last year, in what was obviously a move by Chi Group to better position the brand with its consumers, the brand then known as Chivita Premium Juice was renamed, Chivita 100%.

Chi thinks the ‘Premium’ label may not have adequately conveyed to the consumer the major selling point of the brand which is its purity—without additives. Purity or ‘no gunk’ is a major issue in an increasingly health conscious world and the so called premium brands are aimed at the middle to-upper class segments of consumers. All the leading fruit juice makers have entries in virtually all segments of the market which includes fruit juice blends, blends of real juice and artificial flavours. Leading fruit juice makers include Coca Cola(5Alive brand),Chi Group and Fuman Agric.

Coca Cola’s 5Alive brand products contain only 50 to 60 per cent real natural fruit juice, leaving the premium market segment for natural fruit juice a straight fight between Chivita and Fuman brands. A third brand product, Stute which is a US import, even though quite popular, remains a fringe player. Thus, its little surprise, that Chi has concentrated its energies  on promoting its  premium brand -- Chivita 100%.