Now i'm no marketing professional but I have had *some* experience in the industry. I'm honestly struggling to imagine ANY consumer market for this......
From my advertising experience anyone smart/health conscious/ time unrestricted enough to be making their own smoothies in the first place will have the nouse to be wanting to put in either their own fresh fruit or pre frozen whole fruit imo (which has already been done very cost effectively and by at least 2 other mass producers).
The real problem i see with this product is they are marketing something as premium to a "health" conscious audience - but the end product has a very obvious pre-processed look. There is no time/cost advantage to this product (compared to whole/chopped frozen smoothie fruit) and ultimately gives the consumer LESS options in the way of desserts and such compared to whole/chopped frozen fruit.
Normally the only way this type of product succeeds in the market is to a "lower" social demographic through the means of "gymic" marketing but not only do I suspect they wont have the budget for that, sadly the product lacks the "convenience" factor that normally accompanies the "gymic" factor.
In saying that the price paid for something that includes an existing production facility was not terrible, and the "bars" product even though it is in a saturated market with plenty of brand competition still looks not too terrible. What I would really like to see is some R&D go into this new aquisition to grow the brand and come up with a better product than super cubes to expand the brand.
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