Juice brand wants to Bill $ 180 million

The colored boxes of juice from the Well can now be found in Pão de Açúcar stores the State of São Paulo in Brazil. It is expected that sales on the net increase in 15% annual turnover, important initiative for business reach the goal of $ 180 million for 2016.
The juices were already sold in 23 units of Pão de Açúcar and Extra in Rio de Janeiro since last year and the São Paulo market this week came from a natural trading on the performance of sales in supermarkets in Rio.
The Well entered the market with the proposal to innovate in the category of natural juices in box on Brazil and the will of businessman Marcos Leta to develop a product to simplify the lives of people who sought to consume healthier products. "The story began after I take orange juice in a juice and think: ' why did not exist on the market a 100% juice squeezed into a box? '," he says.
The research to develop the technology of bottling juice without preservatives and without dyes, lasted two years. The company buys the fruits directly from producers and makes the Division by yields. Samples of each crop are brought to the lab, where they are analyzed factors such as color, sweet and natural flavor. "We do the same as wine, a blend of vintages to come to our standard," explains Leta.
Then the juice is pasteurized, processed and packed. "What spoils any drink or food is the contact with the air. our greatest challenge is to make that drink in no time has contact with the air. So, we managed to put a completely fresh juice box", points out the entrepreneur. To this end, The Well performs a fast pasteurization to kill microorganisms and makes packages the product in Tetra Pak packaging. Thus, the business can extend the validity of natural orange juice for four months.
The average price of a juice from the Well is 20% to 30% more expensive compared to conventional competitors. According to Leta, the differential of your business is in the nutritional benefits present in a natural juice compared to what exists in the market compound with 30% fruit and the remaining water and sugar. "Each has its market, but not worth more worth having a juice with 100% fresh fruit, with all vitamins of a real juice to benefit your health?" he says.
Currently, the Well has nine flavors, including coconut water and mate tea with lemon. By the end of the year, will be five more releases. This year, the company also sold the juices for the first time abroad. Went to the Parisian network Le Bon Marché during event in which the French brand offered a series of Brazilian products to customers. "We are in negotiation to keep sending products and recently opened an area in company with representation for Europe," says Leta.
Despite the natural juices market be more consolidated out there, Leta points differential of two Brazilian companies abroad: the tropical fruit and fresh juice. "Seventy percent of the production of European orange juice comes from Brazil. As much as they buy the fresh juice in refrigerated barrels, there is always a loss of vitamins and minerals in this process, "he says.
The Market. According to market analyst at research company Nielsen, Sabrina Balhes, among the categories considered healthy, the ready juice is the fastest growing in the country. In 2012, sales increased 21.7% compared to the previous year, r $ 2.4 billion to $ 3 billion. And the scene is related to the increasing concern with health. "Health appears as the main concern of Brazilians, unlike other countries in Latin America, who are concerned, first, with the stability of employment and the economy," says Sabrina.