GoGo squeeZ
Applesauce On The Go

By:
Callan Buck
Kristin Clark
Melissa Etter
Aimee Lindamood
Alex Reynolds

“It was love at first squeeZ”

Secondary Research:
INDUSTRY
When exploring current trends in the food industry, some observations become clear: the population wants food that is natural and free of artificial ingredients, not only for their children but also themselves, and most importantly they want it while they are on the go. Researchers at the SIAL conference in 2009 concluded that manufacturers are constantly finding innovative ways to include natural, healthy ingredients in their products, with “all-natural” foods becoming a major consumer demand. But is this costly, natural approach impacting consumer-purchasing habits? NERAC Research Firm states that even with economic struggles, “consumers still want a convenient, quick, fresh, healthy, tasty and sophisticated food experience” (Nerac). Interestingly enough, consumers will spend the buck for a healthier eating experience, allowing manufacturers to gain more capital in exchange for fewer ingredients used.
In addition, it is apparent that manufacturers are taking advantage of the consumer habit of eating away from home. According to retail-merchandiser.com, consumers are more interested in snacking to get their daily nutrition, and eating fewer full meals. To achieve this on-the-go lifestyle, parents are turning to convenient food pouches. Neil Grimmer, a pioneer of food pouches for toddlers, calls it “mobile food technology for the modern family” (Richtel). This ‘modern family,’ as Grimmer calls it, has easily adapted to the new packaging, as Gerber’s sales of their new pouched baby food has increased at double-digit rates. Additionally, Earth’s Best has seen a 41 percent increase on their organic baby food compared to their regular jarred options, despite falling birthrates. In addition to pouched food for babies and toddlers, manufacturers have started producing pouched snacks for adults. New York Times author Sarah Nassauer stated in a recent article that the pouches have the same potential success for adults as they have for children: “Pouches hit most of the big eating trends today. U.S. consumers continue to eat a lot in cars… Enter the pouch – consumed in seconds through a nozzle held in one hand” (Nassauer). Pouches clearly add ease to the busy, multitasking lifestyle that many adults are adopting today.
With packaging trends in mind, a July 2013 Mintel research study showed that 57 percent of female (and 51 percent of male) consumers would buy a product that can be reused for other purposes over another product that does not. Interestingly enough, several of the new squeezable pouch brands support Terra Cycling – a program that recycles unusable package waste into various plastic products, from backpacks and handbags, to picture frames, coasters, and jewelry cases. With today’s consumers emphasizing an active and health-conscious lifestyle, it is clear that the food industry is successfully adapting to the ever-changing culture. One company that has taken part in this transition is Materne North America.

COMPANY
Materne North America is a privately owned company that strives to offer families nutritious and convenient snack options through their six brands of fruit-based products. Even though it is a privately owned company, its roots lie in a larger European company called Materne Industries. Materne Industries began in January of 1888, when Edouard and Julia Materne opened up a jam factory in Belgium. It wasn’t until 1998 that Materne created the first ever fruit in a pouch, which they named “Pom Potes.” Materne’s tagline is “The Fruit of Your Imagination,” which stays true to its core values – what’s more imaginative than fruit in a convenient pouch? After seeing much success with their product in France, in April 2008 Materne became aware of the high demand of applesauce in the United States. Grasping at the opportunity, Materne decided to expand its company to North America, specifically New York City, where GoGo squeeZ debuted. Meena Mansharamani, the Managing Director of Materne North America, states, “The U.S. market is even more prime for a product such as GoGo squeeZ” (Morgan). As GoGo squeeZ was the first of its kind to hit the U.S., consumers became intrigued by the packaging and readiness of the product. By November 2008, one million GoGo squeeZ pouches had been sold. Aiming for the same focus as its sister company in France, Materne North America became “focused on being the market leader in providing solutions to help active families with fun, smart, and innovative products that provide nutritional staples in forms and tastes that kids love” (Materne).
In 2011, Materne partnered with Cherry Growers, Incorporated, a fruit processor based in Michigan. This partnership created 120 jobs for surrounding residents in Traverse City. Materne North America was praised by the residents, considering the state of Michigan had the highest state unemployment rate at the time, a whopping 9.6 percent. Mansharamani states, “Materne is completely committed to job creation and offering healthy snack solutions for busy families to foster a playful way for kids to be a little healthier each day” (Materne). Materne has primarily accomplished this with their product called GoGo squeeZ.

BRAND
Although it made its debut in the American market just five short years ago, Materne’s GoGo squeeZ has made quite the splash in the world of squeezable pureed fruit snacks. GoGo squeeZ currently has three product lines available which are all 100 percent natural. The brand includes eight applesauce flavors in 3.2-ounce pouches with six new organic flavors and three flavors of Fast Fruit, which is offered in a slightly larger 4.2-ounce pouch.
As its name indicates, GoGo squeeZ is a product that can be enjoyed while on the go, which makes it ideal for U.S. consumers. Meena Mansharamani believes that this attribute has been a key factor in the brand’s success: “This is a very mobile country where people are on the move and look for snacking on the go.” Food companies are beginning to notice consumers shifting from structured meal times to frequent snacking and smaller meals throughout the day. As a result of this change, numerous businesses have started carrying GoGo squeeZ. “Today, it’s on shelves at Wal-Mart, Target, Whole Foods, Costco, Kroger and Publix, making $70 million in annual revenues on over $100 million retail sales” (Forbes).
As the first squeezable snack pouch of its kind in the U.S., Mansharamani says that the U.S. market is ready for a product such as GoGo squeeZ. “Innovation is a really big part of our business,” she explains. “We certainly want to build our base with our core product, which is an important part of our growth” (One for Every Home). With several big name competitors entering into the squeezable snack pouch arena, Mansharamani believes that GoGo squeeZ has the upper hand. “We…have the touch point of being a more convenient applesauce. The squeezable aspect has more variety and play value that’s much more interesting” (One for Every Home).
GoGo squeeZ has recently partnered with the Life is Good Playmakers to join in the efforts of emphasizing the need for playtime among kids and their parents, despite everyone’s busy schedules. This campaign idea made the GoGo squeeZ applesauce pouch a key player in being able to provide portable and healthy snacks to kids during playtime.
In the spring of 2013, Kentucky Fried Chicken introduced their Li’l Buckets kids’ meals which offered a GoGo squeeZ pouch along with the regular meal, and featured a bucket decorated with GoGo squeeZ characters and puzzle games. The two brands worked together to provide kids with a tasty addition to their meal while also pleasing the moms who desire healthy options for their children at fast food restaurants. In addition to supporting healthier lifestyles and eating habits in young kids and moms, GoGo squeeZ has paired itself with environmentally-friendly farms. The company involves itself in every step of its suppliers’ processes and only partners with those who use minimal pesticides, harvest non-GMO fruits that are wholly vegan, natural, gluten-free and kosher certified. Furthermore, the company aims to get 90 percent of its production from the United States. When GoGo squeeZ launched in 2008, it originally imported 100 percent of its product from France, but with the recent opening of its Traverse City plant in Michigan, this goal is beginning to look more like a reality.
GoGo squeeZ has also utilized social media to reach its target markets in ways that competitors have not ventured into yet. GoGo squeeZ has a prominent presence on sites such as Facebook and Twitter, on apps such as Instagram, and they boast an interactive website that would make any viewer stop and take a second look.

TARGET
GoGo squeeZ currently targets their ads at children who eat applesauce and the mothers who purchase it. GoGo squeeZ consumers demand food products that are not only convenient, but healthy as well. These consumers are members of a snacking culture, which has contributed to a rise in obesity across the country. This brings about the necessity for healthy snack alternatives such as GoGo squeeZ applesauce. Parents have grown accustomed to eating on the fly and have realized the need for portable snack options for their children; GoGo squeeZ accommodates this while providing sufficient nutrition. Traditionally, eating is a social, family-oriented activity, but families are becoming more accustomed to the new on-the-go lifestyle. In a New York Times article, one mom states, “Is it the ideal scenario? No. But as a mom, I know at least I’m giving them a healthy alternative” (Richtel). As mentioned before, with the help of GoGo squeeZ, the KFC Li’l Bucket kid’s meal certainly made strides to bridge the gap between eating fast and eating healthy. This provided moms with comfort, knowing that their children’s meal was in good hands. The need parents have for flexible and wholesome food options for both themselves and their children make them the ideal consumer of GoGo squeeZ applesauce pouches.
In order to reach their target audience, GoGo squeeZ utilizes mostly non-traditional media, such as Facebook (their page currently has more than 256,000 ‘likes’). This heavy use of social media focuses their efforts on targeting young moms who are frequent social media users. Because of their target’s interactive role with social media, they post many ads and promotions through this medium. In addition, GoGo squeeZ also focuses their efforts on blogs. The brand has set up a network of bloggers who work with a panel of 150 moms who know the product well and provide feedback for research. In the past, GoGo squeeZ has used market researchers to carry out sampling tests to potential consumers. One of these tests was done at Disney World’s Epcot Center, which is a prime location to reach both the kids and parents that make up their current target market. Not only did they hand out samples, but they also engaged with the testers to find out exactly how they felt about the product.
Up to this point, GoGo squeeZ’s main targets for their applesauce pouches have been mothers and children. However, research has found that 30 percent of their consumers are young adults ages 18 and over. GoGo squeeZ has noticed a high level of activity in individuals of this age group: These consumers are posting pictures of themselves eating their applesauce on social media outlets like Instagram, which indicates another potential target market not yet addressed by the squeezable applesauce industry.

COMPETITION
As a new name in the applesauce industry, GoGo squeeZ faces both indirect and direct competitors in its market. GoGo squeeZ’s indirect competitors can be divided into two product categories: applesauce and squeezable pouches. Regardless of the container it comes in, applesauce is still applesauce. Therefore, consumers are able to choose their applesauce brand or product based on taste, texture, and other various factors. Because of this, GoGo squeeZ considers the several brands of traditional applesauce cups as indirect competitors. Although taste plays a huge role in this product category, the biggest challenge for GoGo squeeZ to overcome with its indirect competitors is competing with the selling price of traditional applesauce cups. These cups are simple and require less time and materials to produce. Thus, they are cheaper to make and can ultimately be sold at a cheaper price, appealing to lower income families and individuals. GoGo squeeZ’s placement in this category ranks lower because of its convenient, more luxurious product packaging.
Another product category of indirect competition includes the concept of the squeezable pouch. As research has shown, GoGo squeeZ highly emphasizes the convenience of a squeezable pouch; however, they aren’t the only ones who have adopted this concept. Various brands such as Happy Squeeze, Organic Mashups, and Peter Rabbit Organics have also created products in squeezable pouches. Although these brands are not selling an applesauce product, they are still competing in the trend of healthy snacking options. In this product category, GoGo squeeZ ranks at the top, due to the specific structure of packaging, price, and sugar content. Happy Squeeze’s pouch has seen packaging flaws and has a history of leaking in gym bags and backpacks. Price-wise, GoGo squeeZ trumps Organic Mashups, selling a pack of four pouches at half the cost of Organic Mashups’ four-pack. As for sugar content, Peter Rabbit Organics tends to have 2-6 more grams of sugar per pouch than GoGo squeeZ’s. Thus, in these instances, GoGo squeeZ proves to have a better package design while maintaining a less expensive and more healthful product.
GoGo squeeZ’s biggest competitor is Mott’s, which has become the household name in the applesauce industry. Mott’s products range from traditional applesauce cups to apple juice, and even squeezable applesauce pouches. Their variety of products makes it easy for consumers to become loyal to the brand. However, GoGo squeeZ has entered the applesauce market with a big advantage: GoGo squeeZ created their brand image for the squeezable pouch product – that is their staple. Mott’s, on the other hand, already had their brand image and had to adopt the squeezable pouch in order to compete with GoGo squeeZ. According to Forbes, “Applesauce in squeezable packaging is now 15% of the applesauce category and driving most of its growth” (Goudreau). Clearly, this is a product category that Mott’s could not afford to neglect. However, with Mott’s as a direct competitor, GoGo squeeZ has to compete with top brand positioning that Mott’s has already established in this market. For example, Mott’s has signed on to support Box Tops for Education, benefiting thousands of schools throughout the United States. They are dedicated to ensuring healthy lifestyles for children and are a trusted product for many consumers; they see applesauce and know that Mott’s will be a reliable choice. But what do they know about GoGo squeeZ besides its convenient packaging? GoGo squeeZ knows its packaging will attract consumers and they use this to their advantage. GoGo squeeZ uses box and individual pouch designs to reiterate to consumers that they are an all-natural, 100 percent fruit, dairy-free, gluten-free, nut-free, mess-free product, making claims that not even Mott’s can make. Mott’s is ‘natural’ but not ‘all-natural’; Mott’s squeezable applesauce contains ascorbic acid and high fructose corn syrup, while GoGo squeeZ contains only apples and apple juice concentrate. Clearly, this displays the fact that GoGo squeeZ is the best choice for a healthy on-the-go lifestyle.

Primary Research:
LOCAL DISTRIBUTORS In order to get an idea of how GoGo squeeZ applesauce is displayed at local stores, we visited both Publix and Target to view its shelf positioning and location to gauge the brand’s strategy for targeting their audience. At Target, GoGo squeeZ covers a vast expanse of shelves in the canned fruit and applesauce aisle. The GoGo squeeZ brand occupies approximately 6x8 feet of shelf space, which perfectly positions the brand to be noticed by kids and adults alike. Its direct competitors for this location (Mott’s Snack and Go Applesauce and Market Pantry Applesauce Pouch) are positioned directly above and below the GoGo squeeZ display, but don’t have nearly as much of a presence as GoGo squeeZ does. The signature GoGo green across the whole display mixed with other bright colors indicating various flavors make the GoGo squeeZ section a vibrant eye-catcher for applesauce consumers. In addition to the massive shelf display, we also found GoGo squeeZ pouches for individual sale next to the Target cash registers. For just 89 cents, customers have the opportunity to make an impulse buy to try out the novelty applesauce pouch. This smart store positioning of the product lets potential GoGo squeeZ consumers sample the product before buying in bulk. The display at Publix was slightly underwhelming after the impressive one at Target. Although Publix does offer several flavors of GoGo squeeZ, the brand gets slightly lost among the countless other brands encroaching upon its territory. Whereas at Target there were just two competitors, Publix sells more than five brands competing for space and attention among GoGo squeeZ, making it harder for the little green box to make an impression on consumers.

GROUP STUDY #1
In addition to scoping out stores to see what GoGo squeeZ is up to, we also conducted two forms of research on two different groups of students at The University of Alabama in order to dig into the mind of the consumer. One group of students made up the current consumers, while the other group had no experience with the brand whatsoever. The current consumers were given a survey that allowed them to evaluate the product, while the students who had no prior experience were given a blind taste test and product design survey.
Of the students who regularly consume GoGo squeeZ, most initially purchased GoGo squeeZ because of its cool and fun appearance on the shelves. Some other key factors were the convenient size and mess-free pouch. For them, it accomplished the need for a quick and healthy snack. The pouch design immediately intrigued them because they knew it would suit their active lifestyle. However, some were initially skeptical of the product because they believed that it was meant for kids. On the other hand, a majority of the responders considered themselves to be loyal users of GoGo squeeZ for multiple reasons. Some believe that GoGo squeeZ is the most trusted brand for squeezable applesauce and they would have no reason to switch to another brand unless someone else suggested it. In addition, many believe that it is the cheapest product of its kind. It’s obvious that one of GoGo squeeZ’s main objectives is to provide a portable product, and many of the students viewed GoGo squeeZ as a primary choice for a pre-workout breakfast, not to mention as a quick snack on the go between workouts and class; it truly accommodates their busy lives.
When asked about convenience, surveyors were given a scale of 1-10 to rate the impact that convenience had on their decision to purchase GoGo squeeZ (10 = convenience had a big impact). All surveyors gave convenience a score of at least 7, with 6 out of 11 people rating convenience at a 10. It’s no question that GoGo squeeZ offers a wide variety of flavors to their consumers. But how many of their customers actually venture out of the typical AppleApple flavor and try the more adventurous flavors? Based on our research, we concluded that next to AppleApple, AppleBanana is second-most popular with AppleCinnamon and ApplePear following close behind. Two flavors that have not been consumed by our responders are AppleGrape and AppleMandarian. It is important to note that every single student surveyed has tried more than just one flavor, thus displaying consumer enjoyment and curiosity about the product. Most of the students surveyed prefer AppleApple to the other flavors they have tried, but AppleStrawberry, AppleCinnamon, AppleBerry, and AppleCherry also rank among the favorites.

GROUP STUDY #2
Our second study was done on a slightly smaller pool of students, but an important one nonetheless. After giving a blind taste test to five University of Alabama students, we found several interesting qualities about what our surveyors thought of Mott’s and GoGo squeeZ applesauce pouch products. First, the sweeter taste of Mott’s in comparison to GoGo squeeZ seemed to be a unanimous conclusion when testers described the different versions of applesauce. Also, the texture and smell seemed to be major players in Motts’ advantages. When rated on a scale from dislike to like, surveyors seemed to like Mott’s more than they disliked it. The taste of GoGo squeeZ’s applesauce pouch was found bland and lacking in consistency, but the natural flavors found in GoGo squeeZ seemed to be enjoyed by our blind test takers. When surveyors were asked to rate how much they liked GoGo squeeZ applesauce, most seemed to really enjoy the taste, while one out of the five disliked it a little. At the end of the taste test, surveyors were asked to choose one product over the other. Two surveyors liked Mott’s more and three preferred GoGo squeeZ. When given a survey on the GoGo squeeZ box design, the initial impression seemed to rely heavily on the natural, organic, and playful look of the package. Dislikes of GoGo squeeZ’s display box were mainly directed towards the font size and design. The convenience of the GoGo squeeZ package design was well-liked by the testers. When asked how much they liked the product package on a scale of one (dislike very much) to seven (like very much), surveyors responded high: Three said they liked it moderately, one said they like it a little, and one said they liked it very much. When given a survey on Mott’s box design, the childish look of Mott’s package mainly stood out negatively among surveyor responses. The cartoon apple on the Mott’s package wasn’t as well-liked as the apple character on GoGo squeeZ package. Our surveyors found both brands’ pouches to be easily accessible and convenient. When asked how much they liked the product package on a scale of one (dislike very much), to seven (like very much) three surveyors responded to liking it a little and two liked it very much. At the end of these two surveys, when asked which of the two outer packages they liked better, four liked GoGo squeeZ the most while only one preferred Mott’s. GoGo squeeZ was chosen over Mott’s mainly because of its natural and healthy appearance.

Interpretation:
KEY FINDINGS Trends in the market show all-natural foods are becoming more of a consumer demand, and even in economic struggle, consumers are willing to pay more for a healthier eating experience. As squeezable pouches are becoming more widely popular, GoGo squeeZ has found a niche to fill in the market. That niche is front and center in the core motto of GoGo squeeZ’s manufacturer, Materne North America: “Fruit of Your Imagination.” This emphasizes their innovative approach to package design and highlights their desire to meet the health and lifestyle needs of consumers of all ages. The GoGo squeeZ brand prides itself on being completely natural and a great healthy snack that can be taken with you anywhere. Its innovative pouch design allows portability not readily found in traditional snack options. Their non-traditional approach to advertising using social media outlets establishes their brand as new, imaginative, and current. Up to this point, GoGo squeeZ has focused its advertising efforts on kids who crave tasty snacks, while also targeting moms who purchase the applesauce and who desire to provide their children with healthy snack options. Although their target audience has traditionally been kids and moms, research shows great potential in young adults as consumers. Our testimonial surveys of current product users pointed out that even though young adults and college students aren’t the main target for GoGo squeeZ products, there are still segments of the population already using them. The fact that GoGo squeeZ heavily utilizes Facebook to promote their brand suggests that social media-savvy young adults would be strongly affected by the brand’s online promotional activities. The current users that we surveyed were unanimous in that the package design of GoGo squeeZ applesauce proves especially convenient in their busy lives; this fact would make it very beneficial to play up this feature in GoGo squeeZ advertisements. On the other hand, our blind taste test of both GoGo squeeZ and Mott’s applesauces provided insights into attitudes of non-users about both products. Many of the testers thought that Mott’s tasted sweeter, but GoGo squeeZ tasted healthier. As students with busy lifestyles, these young adults admitted that it becomes hard to make healthy choices, yet the all-natural GoGo squeeZ applesauce would make these choices much easier. GoGo squeeZ has multiple indirect competitors in the product categories of both applesauce and squeezable pouches, but its direct and most formidable competitor is Mott’s, as emphasized in the taste test. These facts highlight the need for more successful advertising in order to become the market leader in squeezable applesauce pouches.
STRATEGY
We will advertise to busy, on-the-go college students and young adults ages 18-24, who live an active and healthy lifestyle. These young adults want to be able to consume a convenient, all-natural snack without resorting to campus vending machines or fast food meals. Our strategy will be product-oriented, with an emphasis on the unique selling proposition that although GoGo squeeZ is one of many squeezable applesauce brands out there, it is the only one that is completely natural with absolutely no artificial ingredients. We want our consumers to know one thing: That they can have a delicious, all-natural fruit snack on the go, confident that it is free of all artificial ingredients.

THE CREATIVE BRIEF

What do we want to accomplish?
The main objective of this campaign will be to make our target audience aware of the unparalleled health benefits of GoGo squeeZ applesauce compared to other brands. We will capitalize on changing our consumer’s attitude toward applesauce and help them realize how our product can be conveniently consumed in their active everyday life.

To whom are we talking?
We are speaking to active young adults, more specifically college students, who don’t want their health to be compromised as a result of their busy schedules. Therefore, they need a healthy snack alternative that can be consumed on-the-go. Our main focus will be non-users and emergent users who seek consistency in their independent lifestyles.

What do they think now?
Currently our target has a preconceived idea that applesauce itself is mainly meant for babies and young children, and they associate squeezable pouches with that same product category. The majority of our audience is simply unaware of our product and its potential benefits to their health and accommodation to their busy lifestyles.

What do we want them to think?
We want them to change their attitude toward applesauce and view it as an appropriate snack option for their age group. In addition to being aware of the product in general, we want them to understand the health benefits it provides. Finally, we want them to understand how the package design allows them to enjoy the tasty and healthful snack, wherever and whenever.

Why should they think this?
We will emphasize that no matter what age, fresh fruit is an essential staple of any healthy diet. They should consider that our product is vegan, all-natural, gluten-free, kosher certified, and has no artificial ingredients. They should recognize that the package design allows our target consumers to enjoy it as a quick grab-and-go breakfast or snack that can be easily tossed in a bag to take with them to school, work, or the gym.

What is our message?
GoGo squeeZ Applesauce On the Go is the best snack option to accommodate a busy and healthy lifestyle.

What is the one thing we want them to know?
We want our consumers to know that they can have a delicious, all-natural fruit snack on the go, confident that it is free of all artificial ingredients.

Why is now the time to advertise?
As the applesauce industry continues to grow, trends show pouches are increasing in popularity while the young adult market for them is widening. Our product is fairly new, so we need to establish a preemptive claim of being the best squeezable applesauce product before well-known brands surpass us in the market. This is a great opportunity to provide our consumers with a tasty snack that can contribute to their health and easily fit into their busy lives.

Move over, Mott’s…

It’s GoGo time.

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