The Origins of the Brand

The Origins of the Brand
Arnie Greenberg’s family ran a sardine and pickle store in Ridgewood in Queens, New York. His
friends Leonard Marsh and Hyman Golden helped him in the store, and in turn he helped them to
manage their window-washing business. In the climate of the 1960s, Arnie encouraged the family to
stock health foods. The three saw the popularity of natural no-preservative fruit juices in the store,
and teamed up with a California-based juice company to manufacture and distribute a bottled apple
drink. Eventually they broke away from the California partner and founded their own company—
Unadulterated Food Products—and the Snapple brand.1 “100% Natural” became Snapple’s mantra.
The business grew slowly using internally generated funds. It outsourced production and
product development and built a network of distributors across New York City. Where possible, it
sought individual distributors working for their own account, and found as a result
that the business needed to broaden the product line to keep distributors occupied. It
added carbonated drinks, fruit-flavored iced teas, diet juices, seltzers, an isotonic
sports drink, and even a Vitamin Supreme. Some succeeded and many failed, but
premium pricing on the successful products covered losses on the failures. Revenues
and profits grew with expansion of distribution into New Jersey and Pennsylvania.
In 1984 annual turnover was $4 million and it doubled by 1986 to $8 million.

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