Peelz is a new company aiming to disrupt the established fresh citrus market by targeting a specific demographic: young parents between the ages of 21 and 39. This market segment has unique needs and preferences when it comes to food choices for their families.
Peelz Citrus
Challenges
Breaking into an established market
The fresh citrus market is dominated by well-known brands with a long history of customer loyalty. Peelz needs to find a way to differentiate itself and convince young parents to switch from their existing brands.
Targeted Messaging and Design
The website and branding elements has been crafted to resonate with the values and interests of young parents. Using playful imagery, and clear, concise language that speaks directly to their needs.
Keeping busy parents in mind, PeelzCitrus.com boasts a user flow designed for simplicity and ease of navigation. The website prioritizes clear and concise information, avoiding excessive scrolling. Key features like product categories, the recipe section, and the store locator are readily accessible from the main menu, allowing you to find what you need with minimal clicks.
Persona
Sarah, a busy millennial mom of two young children (ages 4 and 6). Health-conscious and time-conscious, she juggles work, childcare, and making healthy meals for her family.
Scenario
Sarah is scrolling through her social media feed when she comes across a visually appealing post featuring a recipe for Spice Citrus Roasted Chicken. The vibrant colors and the promise of a healthy, kid-friendly meal immediately grab her attention.
She clicks on the post, which leads her to the PeelzCitrus.com website.
Outcome
She finds several stores near her that carry Peelz Citrus products. Feeling satisfied and excited to try a new recipe, Sarah adds the Spice Citrus Roasted Chicken to her meal plan for the week and plans a trip to the nearest store.
Convenience at the Forefront
Since the website needed to prominently feature a user-friendly product locator, that allowed parents to easily find Peelz products near them. This emphasizes convenience, a major selling point for this busy demographic.
Peelz has exploded in popularity, growing sales by a whopping 400%. Peelz citrus is now available nationwide in over 20,000 stores!
