Drinks brand Coldpress will take its expertise in high-pressured processed (HPP) juices into the soft drinks sector for the first time.
The company will launch a new breed of ‘stripped back soft drinks’ made with sparkling water and available in two better-for-you flavours. They are strawberry, apple and watermelon; plus raspberry, pineapple, apple and pear. Both products contain 64kcal in each 250ml bottle and deliver more than 45% less sugar than regular fruit juice, and almost 40% fewer calories.
The launch continues Coldpress’ commitment to marrying great tastes with nutritional substance, and follows the release of a line of coconut fruit waters in March.
Coldpress founder Andrew Gibb said: “It hasn’t been easy sitting on the sidelines, knowing that the common sense thinking we’ve fostered in premium juices could also ignite a significant soft drinks category reboot. We’ve a genuine soft spot for a well-meaning yet tarnished soft drinks sector and believe a growing acceptance of the undeniable correlation between what one drinks and how one feels means the time’s now ripe for Coldpress to broaden its appeal.
“Watermelons, pineapples, strawberries and pears are all refreshing and flavourful ingredients that we believe will benefit more from a discreet sparkling water backdrop than having their hard-earned taste notes and nutritional goodness boiled off by traditional pasteurisation techniques.”
More commonly used for fruit juices, HPP retains the nutrition profile of food and beverages by sterilising them at a lower temperature.
Demand for healthier beverages prompted PepsiCo’s CEO, Indra Nooyi, to announce a move away from traditional carbonates last April amid dwindling demand. The decision paid off, as the company’s first-quarter figures for 2017 – released yesterday – show a respectable increase in revenue.
In contrast, Dr Pepper Snapple and Coca-Cola have both seen their revenues fall.
“In a world where synthetic, sugar-laden soft drinks have been running amok for far too long, it made perfect sense for Coldpress to reconnect consumers to a healthier way of thinking,” the brand continued. The newest range extends its reach with a lightly carbonated and cleaner label soft drink, which also benefits from a nominal calorie profile.
It is also free from artificial flavourings, colourings and additives.
The range will be available in the UK with a recommended retail price of between £1.79 and £1.89.
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