Grassroots marketing energizes an upstart brand: package structure and graphics support the...

How do you target a consumer who is literally running, bicycling, swimming or doing some other strenuous exercise? That was the challenge faced by Ascendia Functional Foods with its upstart Energice brand.

Its answer: Market products in portable

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Ascendia is using a three-pronged marketing strategy, says Dale Hastert, Director of Functional and Nutritional Foods. This includes:

1. Sampling and coupons.

2. Educating consumers and "dealers" to the product's "cooling & fueling" benefits. These dealers distribute sports-related products to schools, universities and organized athletics.

3. Event marketing

"We're building the Energice brand from the bottom up," Hastert says. At this "feet on the street" level, Ascendia is banding out complimentary Energice Freezer Bars, Go Gel packets and Endurance Fuel drinks to participants and tans at national and regional endurance events.

The company is also distributing coupons to encourage consumers to purchase the products at various retail outlets. One major retailer carrying the Energice brand is General Nutrition Corp. (GNC). Ascendia is conducting a market test at 600 GNC stores in 33 states and Puerto Rico.

Convienent and portable packaging facilitates product sampling. It also fits the activity requirements of endurance athletes.

The Energice Freezer Bars come in 3.5-ounce flexible tubes. Alcan Packaging (formerly Pechiney Plastic Packaging) supplies the printed film material--a polyester foil laminate.

Tube combines barrier and beauty

"We chose the film for its barrier properties and aesthetics," Hastert says. The flexible Lube preserves the product's nutrients and fruit-flavor profile over its shelf life.

"The foil gives the tube a premium appearance and reinforces the cooling attributes of the products," Hastert says. Energice uses the matte or dull side of the foil. "It's easier to read copy on the dull side versus the shiny side of the foil," Hastert explains.

The backside of the 8.5-inch by 2inch tube carries the nutrition facts panel and ingredients statement. The tube's front panel displays the Energice brand name and flavor variety.