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Gogo Squeez Essay

5352 words - 22 pages

GoGo squeeZ
Applesauce On The Go

Callan Buck
Kristin Clark
Melissa Etter
Aimee Lindamood
Alex Reynolds

“It was love at first squeeZ”

Secondary Research:
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 ...view middle of the document...

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.

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...

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