Whole Foods全球食品执行协调员埃罗尔・施魏策尔(Errol Schweizer)说,公司起初怀疑消费者是否会愿意花这么高的价格买果汁。但是,他说:“我很惊讶于那些排毒产品,以及人们愿意为它花的钱。”
Still, Whole Foods is hedging its bets. Mr. Schweizer says he called on Suja to work with Whole Foods' product team to create a secondary line of less expensive juices and smoothies. The line, called Suja Elements, was launched in Whole Foods stores around the country this fall and retails for $5. The bottles are smaller -- 12 ounces versus the usual 16 ounces -- and the recipes tend to use lower-cost ingredients like apples and carrots.
尽管如此,Whole Foods还是在做两手准备。施魏策尔说,他邀请Suja与Whole Foods的产品团队合作创立了价格不那么昂贵的果汁和冰沙副线品牌Suja Elements。该品牌于今年秋季在全美上市,零售价5美元(约合人民币30元)。瓶身体积更小──12盎司(约合340克)而非普通的16盎司──配方一般使用苹果和胡萝卜等低成本的原料。
BluePrint was founded six years ago to sell a six-bottle-a-day-cleanse product that costs $75 a day. It includes a lemon, cayenne and agave concoction meant to 'hydrate, refresh, curb that 4 p.m. snack craving and stay focused,' the company website says. BluePrint now also sells individual bottles of juice at high-end grocers around the country. Another cleanse product: BluePrintBride, for women wanting to lose weight and detoxify before their wedding, starts at $350. BluePrint, which was acquired last year by Hain Celestial Group Inc., in Melville, N.Y., says it had $20 million in sales last year.
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