Consolidating B’Natural’s Fruit & Fiber Proposition

ITC’s B Natural has tried to steadily establish itself in the Indian market with a unique positioning of ‘not from concentrate’ since its launch in 2016. But after a good launch, the brand stagnated, and its all-natural positioning seemed to have hit a roadblock with consumers. Research revealed that ‘fruit and fiber’ was a promising space for consumers who wanted a healthy option, keeping both the mother’s and the child’s needs in consideration.

However, as the brand went on to communicate its proposition of fiber through an advertisement, the brand audit revealed its inability to stand out significantly in the Fruit & Fiber space. The objective of the research was to establish the reasons for this misattribution and arrive at a communication charter to help B’ Natural confidently own the Fruit & Fiber space.

Consumer Insights

We devised a 4 staged innovative methodology to help establish the brand’s play in the fruit and fiber space: (1) Understand the Fruit & Fiber Attributes through secondary research and social media conversations and also competition advertising, (2) Devising a Unique Fruit & Fiber Framework to decode our brand vis a vis competition (3) Derive the communication codes that help establish the brand’s play in the fruit & fiber space. 

Strategic Recommendations

Based on our learnings, B Natural’s communication needed to be uplifted to suit the Fruit & Fiber framework. We outlined a communication charter that would allow B Natural to own this space.

For example: (1) Imbibing the health, lifestyle, texture, and practicality aspects of fruit and fiber association by using words and phrases like ‘rich source of’, ‘fiber goodness’, and ‘lasting energy’ (2) By using imagery that shows a raw, zoomed-in shots of fruit and its thready texture, fit people, self-pick-up by kids, and slow dripping of juice to indicate thickness.

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