I know I am not alone. Many faithful drinkers of other products have converted to Snapple since its introduction to New England and California in 1988. There are thousands, actually millions of Snapple fans throughout this country. So, why the big fuss over a beverage that is comprised of less than 10% fruit juice? It is marketed as being "all natural." Not having any preservatives or artificial colorings is Snapple's claim to fame. Many beverage companies are 100% natural, like Snapple, but there is a mystique that belongs solely to Snapple. It provides a change from the boring fizzy colas. The consumer is offered a wider variety of flavors to choose from that many companies simply don't offer. Snapple markets drinks that fit into several categories. There are 100% natural Snapple sodas, to appeal to those who enjoy the bubble effect. Then there is a limited number of 100% pure fruit juices for the "naturalists."

There also is the middle of the road category that is comprised of teas, juice drinks, and juice cocktails. The teas, juice drinks, and cocktails are the most popular of the company's products. After asking a Snapple connoisseur what her favorite flavor was, she responded "fruit punch!" The fruity flavor is very appealing. It satisfies your thirst and your sweet tooth all at the same time, she said. Many people enjoy Snapple solely for its exquisitely flavored drinks. Others are taken by Snapple's "all natural" marketing techniques. Many people don't realize that what they are consuming is a lot of high fructose corn syrup, a very popular sweetener that is used in many other soft drinks. It is a natural sweetener, but natural isn't necessarily healthy. It doesn't matter why people drink Snapple. It probably comes down to the fact that Snapple products simply taste damn good.

Although the company has become very famous in the past five years or so, Snapple has a history that starts back before I was born. It was started in 1972 by a couple of health food store owners in Long Island, New York. They created an apple soda and named it Snapple. It was a slow beginning but things started to catch on. Soon they introduced their line of 100% pure fruit juices which now consists of only 4 flavors. Passion Supreme, Vitamin Supreme, Apple Crisp, and Cranberry Royale are the company's sole 100% pure juice products. The juices did well throughout the seventies and in 1983 the line of sodas and seltzers was created. With business booming Snapple started marketing fruit drinks in 1986, teas in 1987, and fruit drink cocktails in 1989. Today there are about 50 flavors of Snapple available . New flavors are constantly being created and tested to add to Snapple's already long list of terrific tasting beverages.

Public relations has proven to be successful for Snapple. Many commercials on television are boring and lame, but not Snapple's. Most of their commercials consist of Wendy (the Snapple lady) opening letters from happy Snapple drinkers. One of the most famous Snapple commercials is of a young boy writing to the company about becoming the Snapple mascot. The commercial starts off with his letter, and then goes through a humorous scene at mascot training camp. The boy, John Rees, is wearing a costume throughout the commercial that looks like a 6 foot tall bottle of Snapple pink lemonade.

Ralph's Cantaloupe Cocktail is one of Snapple's newer flavors. It was inspired by Ralph, a veterinarian who suggested to Snapple to create a cantaloupe flavored drink. Snapple found a good combo with cantaloupe and marketed it as Ralph's Cantaloupe Cocktail. I have tried this new flavor. It is similar to many of the other Snapple cocktails, especially Mellonberry Cocktail. However, it is a tasty new product with a cool story behind it. Snapple has done an excellent job promoting itself. Many people are inspired to write letters to Snapple, hoping that their letter will be chosen for a commercial or maybe even a new flavor. This has been instrumental for Snapple. Their public relations policy has certainly boosted their sales.

Snapple has created a name for itself during this decade. From its small start in a health food store in the 70's to its mass production in the 90's Snapple has come a long way. It has recently formed a partnership with the Quaker Oats company in order to market their beverages throughout the world. This first half of the nineties has certainly proved to be a decade of success for the small company that was started twenty three years ago.

I just wanted to mention a few more things before I finished. My favorite Snapple is Apple Crisp Cider Iced Tea. There are three flavors that hold the title of "Cider Tea" they are Peach Melba Cider Tea, Apple Pie Cider Tea, and Black Cherry Jubilee Cider Tea. Other new flavors to look out for are Ralph's Cantaloupe Cocktail, Decaf Lemon Iced Tea, Cherry Lemonade, Bali Blast (excellent), and Passion Fruit Iced Tea. There is a Snapple homepage located at http://www.snapple.com where much of my information came from. I suggest all of you Snapple fans (Snappies for short) to check it out.

© Trincoll Journal, 1995.