True Crystals is a brand housed by Kerry Group, a Global 300 company, specializing in ingredients based manufacturing. True Crystals is the only manufacturer to utilize a unique patented freeze-drying technique for making drink mixes, dessert and pie fillings, and antioxidant cleaning solutions. Featuring high flavor profiles and designed for easy usage, True Crystals offers a truly unique and versatile product great for commercial and home uses.

The Initial Meeting
We knew that True Crystals had something special when they first came to the QG offices with the goal of offering their products online. Using a patented process to create their tasty crystal mixes not only gave their products a differential, but this also meant a longer shelf life without flavor deterioration. On the distribution side, this is a huge feature as products with a time stamp have more limitations when shipping and transporting.

Defining the Target
Now, since True Crystals goes beyond the initial target audience of wholesale customers, the ability to appeal to retail customers was an important consideration. To capture distributor details, landing pages aimed toward potential wholesale accounts were built and placed within the website.

The product focus was broken down into three main lines: Cocktail Mixes, Dessert & Pie Fillings, Lemon Prep.

Open Enrollment!
True University was developed to support and share the uses and flexibility in each True Crystals product. By featuring an online directory for recipes offering tasty suggestions for everything from pies to margaritas, we were building a resource that would encourage visitor participation. True University also includes a fun and social quiz, What's Your True Personality?, that poses questions that determine the type of cocktail drink a visitor would be.

We also developed additional community features for the True Crystals website, including a forum which acts as a setting for visitors to share new uses, tips & tricks and experiences with crystal mixes. A blog is also available for our client to keep visitors up to date.

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