Wyman’s of Maine

Repositioning the Wild Blueberry Leader to Succeed as “The Frozen Fruit Experts”

Wyman’s of Maine, operating since 1874, is the largest U.S. grower, processor, and marketer of premium Wild Blueberry products. The company has pioneered the development of the retail, frozen Wild Blueberry category.

In recent years, as the company has grown, Wyman’s has become a valued supplier of other premium frozen fruits such as Blackberries, Raspberries, and Strawberries. Its business challenge has been: How does a 140-year-old company, known as the category leader in Wild Blueberry products, become known for its broad line of fantastic frozen fruit choices?

Capitalizing on the Health-Driven Market Place

The Food and Wellness Group was tapped by Wyman’s to help explore and articulate a new positioning platform that reflects today’s trajectory of the business. Emerging from this engagement was the “The Frozen Fruit Experts” positioning, designed to maintain the brand’s hard-earned leadership role in the Wild Blueberry product category it pioneered, while supporting growth and leadership goals in a much broader, trade and consumer marketplace.

The Food and Wellness Group brought its “Health Advantaged Marketing” expertise to Wyman’s to help the company build demand in the new health-driven marketplace for its growing line of delicious, convenient and “as nutritious as fresh” frozen fruit products. Along with the strategic consulting project, the Food and Wellness Group has helped Wyman’s bring its new positioning to life with new messaging and creative communications program elements. These include an exciting, engaging, website and new collateral material to promote the brand’s commitment to helping consumers achieve the recommended, daily allocation of fruit in a healthier diet.

The Food and Wellness Group was tapped by Wyman’s to help explore and articulate its new positioning as “The Frozen Fruit Experts,” while maintaining the brand’s hard-earned leadership role in the Wild Blueberry product category it pioneered.
An exciting and engaging new website is bringing Wyman’s “Frozen Fruit Experts” positioning to life. With deep, informative content, along with new visual imagery, the site is designed to satisfy multiple audiences and support the company’s brand-building goals.
A colorful, interactive and user-friendly recipe section on Wyman’s new website showcases beautiful photography and mouth-watering suggestions for frozen-fruit-based dishes for every daypart.
The Food and Wellness Group brought its “Health Advantaged Marketing” expertise to Wyman’s to help the company build demand in the new health-driven marketplace for its growing line of delicious, convenient and “as nutritious as fresh” line of frozen fruit.