Re.juve Promotes Healthy Eating Through Wellness Concept Amid Low Fruit and Vegetable Consumption in Indonesia

Indonesia faces a persistent challenge in boosting fruit and vegetable consumption, with average intake falling short of World Health Organization (WHO) guidelines. Data from the Central Statistics Agency (BPS) reveals that Indonesians consume only about 1.7 kilograms of fruits and vegetables per person weekly, significantly less than the WHO's recommendation of over 400 grams daily, or 2.8 kilograms weekly. This gap highlights a struggle to translate growing health consciousness into consistent dietary habits.

In response, Re.juve, a producer of cold-pressed juices, is undertaking a brand transformation and revamping its store concepts to better integrate healthy eating into consumers' daily lives. Marking its 12th year of operation, the company launched the "Re.juve Youthful Exhibit: The New Cycle of Re.juve" program. This initiative aims to deepen public understanding of the vital role nutrient-rich fruits and vegetables play in maintaining health.

Avilia, Re.juve's Marketing & Growth Head, stated that the company seeks to broaden the public's perception of wellness. She emphasized that achieving a healthy lifestyle doesn't require drastic measures but can begin with simple, regular consumption of fruits and vegetables. The new store concept, featuring "Earth, Sun, and Plants," represents Re.juve's commitment to supporting health, beauty, and youthfulness. This transformation, designed in collaboration with Helen Agustine Studio, aims to create spaces that are not just points of purchase but also hubs for education and experience in healthy living.

Putri Victor, Head of Corporate Communications at Great Giant Foods, Re.juve's parent company, noted that the store concept changes were driven by evolving consumer behavior. Consumers now seek not only healthy products but also experiences that complement their lifestyle. "From our research, consumers need a different experience when they come to the store. For them, consuming Re.juve is not just drinking juice, but it has become part of their lifestyle," Victor explained. Re.juve also reaffirmed its commitment to sourcing fruits and vegetables from Great Giant Foods' integrated food ecosystem, ensuring product quality and accessibility.