CAN WATERMELONS BE POMEGRANATES? CEO hopes Sundia brand will be the next POM.(Sundia)

Advertising Age | May 29, 2006| | Copyright

Byline: MYA FRAZIER

Americans love watermelon, consuming on average 13 pounds a person in 2004, the most recent year tracked. (You had some on Memorial Day, right?)

Yet it's a leap to believe watermelon juice can emerge as the next POM, the pomegranate-juice brand that shot to $90 million in sales out of nowhere. A leap, maybe, to everyone but Brad Oberwager.

"Up until now, watermelon has been completely unassociated in people's minds'' with a brand, said Mr. Oberwager, CEO of Sundia, a San Franciso company that wants to aggregate the country's ...

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