sept-oct-2020

CORNERING THE MARKET Almond Breeze ® Brings Convenience to South Korea The launch of Almond Breeze ® Nutriplus Fiber in South Korea further strengthens Blue Diamond ’s position as the number one brand of almond milk in the country. This fiber fortified 190ml single-serve product will feature five grams of fiber per pack, tapping into the increased consumer demand for convenient, on-the-go, dairy-free functional foods. With this launch, Blue Diamond is building on the success of Almond Breeze ® ’s Nutriplus Protein, launched in South Korea last year. The Nutriplus Protein has seen impressive growth in both online and brick-and-mortar channels, becoming our number two selling product in the market, behind Original and Unsweetened Almond Breeze ® . “We are excited about the launch of Nutriplus Fiber,” said Sean Ryoo, country manager of South Korea for Blue Diamond . “This new product is a natural evolution of our fortified Almond Breeze ® platform in the market, leveraging both online and offline sales channels.” Nutriplus Fiber was made available to consumers in October through Coupang — the leading e-commerce platform in South Korea — as an exclusive item until December 2020. From January 2021 onwards, distribution of the product will expand to other major online and brick- and-mortar stores. This strategy of launching in the online channel first has proven to be successful for Blue Diamond in the Korean market for innovation. Blue Diamond has developed digital and social media content and messaging to support the launch, linking to the product e-commerce page. The launch plan also includes featuring popular Korean actor Ahn Bo-hyun, Almond Breeze ® ’s new brand spokesperson, for a “live launch” event on Instagram and Facebook. These events will feature a product tasting, question and answer session, and live chat to draw attention and engagement of target consumers to the new product. 2 2 A L M O N D F A C T S