Information for fruit and vegetables business in CIS
Polish Association of Juice Producers launches promotional campaign
A new three-year promotional campaign program is being launched by Poland's National Association of Juice Producers (KUPS). One of its goals is to increase the intake of fruit juices in Poland, where consumption is lower than the average of Western Europe.
The campaign is targeted primarily at parents, who are usually the ones making decisions regarding the diet of their children, as well as to children themselves. It will extend to five markets: Poland, Czech Republic, Lithuania, Romania and Slovakia.
KUPS General Secretary Barbara Groele explains that "because of our everyday busy lives, we often forget about having a proper, balanced diet. There is a lack of the necessary vitamins contained in fruits and vegetables in the diet of both children and adults.
"The campaign will be a form of education for both parents and children on the fact that juices and smoothies can perfectly complement your daily diet with vitamins and nutrients; these are products that are easy to buy and to consume, thanks to the use of small, handy packaging."
According to the AIJN 2013 Liquid Fruit Market Report, the average Pole drinks approximately 11.7 litres of juice per year per person, which gives an average of about 32 ml of juice per person per day, or a glass a week. Meanwhile, nutrition experts recommend a daily intake of juice of 200 ml. For comparison, a UK resident consumes approximately 17 litres of juice per year; Germany, about 22 litres, and Norway approximately 30 litres.
The campaign is essentially supported by the Ministry of Agriculture and Rural Development and the Department of Food Science (SGGW).