[Video] POM Wonderful: Seriously Profitable Science-Backed Marketing

POM Wonderful was founded by Stewart and Lynda Rae Resnick, who purchased a 100-acre pomegranate orchard in 1987. The company launched its namesake juice in 2002.

From 2003 to 2006, annual sales climbed from $12 million to $91 million. The company is now the largest grower and distributor of pomegranates and pomegranate juice in the U.S. This must be some seriously profitable juice.

Since inception, POM has banked on its health benefits. The company has invested more than $23 million in scientific research to support marketing claims. Packaged in precious containers, the juice sells for +/- $4.50 per16-ounce bottle.

We ran into the marketing folks at POM Wonderful at the AUA conference. The privately owned company has one of the most aggressive physician marketing programs in the juice industry.

Pomegranates are high in polyphenols. Polyphenols, say some researchers, may reduce the risk of cardiovascular disease and cancer. The polyphenols in pomegranates include anthocyanins and tannins, which are among the most potent plant antioxidants.

In a June 2007 study published in the International Journal of Impotence Research, POM was found to have beneficial effects on erectile dysfunction. It should be noted that the study did not achieve statistical significance.

47% of subjects reported that their erections improved after drinking POM, while “only” 32% reported improved erections with the placebo. Researchers believe that the results might be due to the potent antioxidant content of pomegranate juice, which can prevent free radical molecules from disrupting proper circulatory function.

It should be noted, coffee is the number one source of antioxidants in the American diet. We get more of antioxidants from coffee than any other dietary source. Nothing else even comes close.

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