The History of Jana - a Croatian Water Brand

Jana is a Croatian water brand, owned and produced by “Jamnica” a water bottling group which is part of “Agrokor Group”. Jana was launched 2002, on September 18th and is sold as natural, still water and is also available in numerous fruit flavour variations and iced teas. Because Croatia has one of the largest supplies of drinking water in all of Europe, the water for Jana is easily drawn from the 800-foot deep springs of Saint Jana from Žumberak Mountains in northwest of Croatia.

Since January 9th, 2010 Jana is on “Kroger” shelves, the second largest chain store in America (immediately behind Walmart), which operates with 2468 supermarkets in more than 30 US states. Before that, in 2006 it was already in the organic supermarket “Whole Foods”. But the number of Whole Foods stores (about 200) is insignificant compared to the supermarket Kroger. Jane's idea of export to the US market was inspired by Ivan Todorić, the chairman of the Agrokor's Supervisory Board and the younger son of the company's owner, Ivica Todorić.

A development which Jana presented four months ago was their new communication platform. On Friday, May 18th a new visual identity under the slogan "Deep above all" (“Duboko iznad svih”) was created as well as a new communication strategy for natural mineral water. Jana claims that their new simplified bottle design now harmonises with their brand philosophy. It should show Jana’s purity, crystal-clear water, and remind customers why this water is remarkably unique. With that they also created a new slogan “Bistra voda ništa ne skriva, baš kao ni čovjek čista srca.” meaning that clear water does not hide anything, just like a pure heart man.

Since “Jana” wanted to fit to the context of restaurants and bars they created glass bottles, available in 330 ml and 750 ml. It should give the bottle a modern and attractive look.Jana was also the official water hall of Madison Square Garden and often donated its water due to natural disasters: the earthquake in Haiti (20,000 packs of 12 liters) and the flood in Nashville (1300 packs). It is as well one of the strongest Croatian brands in history and already received some awards, among others the the “Eauscar” Award for highest quality at Aqua-Expo in Paris, 2004 for their non-carbonated water and “Jana Strawberry/Guava” flavoured water. Two years afterwards, in 2006, the “International Taste and Quality Institute” awarded Jana for their taste and quality. Jana was also awarded by “TrustedBrand” that is given to specific products which consumers trust the most according to their quality, usability, cost effectiveness and appearance. In addition, it was also awarded by “Qualitymedal” in 2011/2012 and is registered by the EU on the official EU list of bottled water.

Product range

Because of the broad variety which Jana offers, it is “perfect for every occasion”. There are four main categories which distinguish “Jana Water”.Jana describes its taste as "smooth with appealing freshness and silky texture” with a hint of sweetness. It feels smooth, refreshing and pure on the tongue with a pleasant and clean smell. It has, according to their research, an ideal calcium and magnesium ratio (2:1) and a pH value of 7.1. This balance facilitates the removal of harmful substances from the body. Jana's mineral composition also includes silicic acid, a mineral substance essential for the structure of all connective tissues and organs, which also plays an important role in skin care

Furthermore, these specific carbonates are included in the water, such as TDS 261 mg/l; ph-factor 7.54; Nitrate 0.2 mg/l; Calcium 63 mg/l; Magnesium 32.5 mg/l; Sodium 2.2 mg/l; Potassium 0.8 mg/l; Silica 8 mg/l; Bicarbonate 355 mg/l; Sulphate 5.4 mg/l and Chloride 1.1 mg/l.Jana is a sparkling mineral water that can be purchased in variuos places, in particular in grocery discount stores as well as in hotels, pubs, clubs, restaurants, at airports, universities, schools, hospitals, cinemas, kiosks and virtual stores online. The price is normal, meaning that Jana is on the same price level as the competition. Half a liter is 4,99 kunas, one and a half are 5,45 kuna, glass bottles 6,99 kunas and the five liter water bottle is 15,99 kunas. Concerning the promotion, the brand is advertised in flyers in supermarkets or on the radio, television, on YouTube or other social media pages, such as Facebook, Instagram and on some special events.