PJ's Smoothies – the UK's number one smoothie company

Nutrition & Food Science

ISSN: 0034-6659

Article publication date: 1 June 2005



(2005), "PJ's Smoothies – the UK's number one smoothie company", Nutrition & Food Science, Vol. 35 No. 3. https://doi.org/10.1108/nfs.2005.01735cab.022



Emerald Group Publishing Limited

Copyright © 2005, Emerald Group Publishing Limited

PJ's Smoothies – the UK's number one smoothie company

PJ's Smoothies – the UK's number one smoothie company

PJ smoothies proudly announced the launch of their new website at www.p-j.co.uk. The new online home of PJs is a fruity byte of PJ digital nirvana providing existing and new PJ fans with an essential source of information about all things PJ Smoothies. Users can get the low-down about all their mouth-watering products, the history of PJs and the smoothie market plus they are invited to provide invaluable comment, insight and thought about the wonderful world of PJ Smoothies. Since the new PJ website re-launch, it has seen a PJ record of 11, 500 number of independent sessions on the wholesome new site in November 2004.

In October 2004, PJ Smoothies launched their new branding for the next decade. The new site reflects their new brand identity of being the punchiest, freshest, most dedicated smoothie makers in the land. The site is quick loading, elegantly designed, extremely easy to navigate and fulfilling for web users. It also boasts a handy online press office, delivering PJs finest press releases to hungry newshounds and researchers, twenty four seven.

PJ Smoothies created the UK smoothie market a decade ago, and have supremely led the field with constant product innovation, effective marketing, changing the taste buds of the nation for the better and providing a mini fruit bowl in a bottle for UK consumers. The new website has been designed by Wiltshire-based Enotions, headed by Rob Richardson, former IBM online consultant. He commented:

  • It's been an absolute delight to re-design the PJ website. Their strikingly clear new brand identity has been digitally captured reflecting the smoothie company of choice. The site represents phase one of the new online presence of PJs, with more features to be introduced in the near future. The site will be used as an integral online marketing tool and will feature SMS marketing capabilities, community chat rooms and more downloadable goodies for PJ fans to revel in.

Nathan King, PJ Smoothies Marketing Manager, commented:

  • Our online activity plays an integral part of our fully integrated marketing campaigns. The smoothie market has truly come of age, and we are actively looking to shape and nurture the UK's fastest growing soft drinks category as PJ will be kicking off the UK's biggest, creative and expensive smoothie marketing campaign in Q2 2005. Alongside our much anticipated £2m TV advertising creative, we will be launching online marketing initiatives which will enhance the PJs experience for all the smoothie lovers and potential new ones in the UK market.

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