Unlikely rivals. Coca Cola, the sugary staple made with all natural sugar cane known to be used by many an auto mechanic to clean batteries that is also found on every Mexican dinner table vs Newman's Own Limeade, the well positioned all natural, etc, etc drink that can be found at Whole Foods and like. So why the comparison? Because it wasn't until I read the nutritional facts on the back of both bottles that I realized Newman's own carried more sugar than Coke. Surprising? Perhaps not for many. Here we've been, opting for the healthier option when the healthier option appears to be worse than the prescribed unhealthy drink.
- 34 grams of sugar per 8oz glass.
- 4.25 grams of sugar per oz.
- 39 grams of sugar per 12oz serving.
- 3.25 grams of sugar per oz.
Catch that? You get a whole gram of sugar more per oz with Newman's health positioned option than with coke. Not a big deal? Not statistically significant? Sure. But this is the thing, what a great job by Newman's Own with brand positioning and perceptions they've been driving. The product itself does not differentiate too much from soft drinks, but the brand is driving their success.
And in part they owe it to Distribution. You'll likely find their products at stores that position their brand as health conscious. While Coke, will be found anywhere. Other factors at play of course, but I thought I'd share this as a quick example of perception in business.
- arturo gutierrez