Canadian company Sun-Rype Products, which makes apple-based foods and beverages, has launched a new calcium-enriched orange juice. The company claims it is the first such product available in supermarkets across Canada.
The first 'functional beverage' made by Sun-Rype, the drink is designed to be an alternative way of boosting calcium levels in the diet, especially for people who are lactose intolerant or do not drink milk.
"With osteoporosis as a growing concern amongst the 35 - 54 baby boomer segment of the population, our new product fills an important need," said Rob Peter,Beverage Category manager for the company.
The integrated marketing campaign for the new productincludes a print campaign with lifestyle and healthy living publications, atargeted Internet initiative that reaches the 'boomer' segment throughwebsites such as chatelaine.com and mochasofa.com. The campaign also includesin-store activity such as shelf advertising and coupons across Western Canada.
The product is available in a one-litre size tetra package in most supermarkets across Western Canada.
Sun-Rype is based in British Colombia, Canada, and is listed on the Toronto Stock Exchange.