Information Maven: Greg Meyer

Jones Dessert Soda Pack

Originally uploaded by pandaposse.

I read some information about Coke and Pepsi this weekend as part of a case study, and I’m interested in how smaller firms can survive among the two giants. Jones is producing specialty flavors for Target. This is obviously a niche market but it provides a clear differentiation.

Jones has already switched to sugar from corn syrup in its formulation. This is another nod to “kindler, gentler” soda, but maybe also a way to break away from private-label producers such as Cott.

Jones has maintained its brand equity by distributing under its own name through Target - time will tell if this is an effective strategy for expanding distribution.