Smooshie Juice: A Case Study in Resilience and Brand Transition.
Smooshie Juice, a pure fruit juice brand, had a successful run over its 11 years in the market, gaining recognition for its commitment to 100% natural ingredients. Its products became a staple in outlets like Boost Juice, Ben’s Independent Grocer, and Family Mart, and the company even expanded its reach to cinemas and airlines. However, the journey came to a halt in March 2022 when co-founder Lee Hai Lin, known as Lin, announced the brand's closure due to rising costs, particularly for raw ingredients. Despite the initial setback, Smooshie Juice's story didn’t end there. After a challenging process of finding a buyer, Lin shared that the brand has successfully transitioned to new ownership. This case study examines the factors leading to Smooshie Juice’s closure, the subsequent search for a buyer, and the lessons learned throughout the journey. Background of Smooshie Juice Founded with a vision to provide pure, healthy fruit juices, Smooshie Juice carved a niche in the competit...