Best known for its hearty winter soups, Baxters launched into beetroot juice at the recent Lunch show in London, with fruity cranberry, blood orange, blueberry and 100% beetroot flavours.
Mike Bell, who works for 21-6 – a design agency that has worked on the concepts and design for the range – says it has taken 14-16 months to get it to this stage. In this interview, he explains how, by making the taste more accessible, it is aiming for the older age group of 45+ who already know their soups.
“These drinks packaged in 250ml clear PET bottles all have a clean fruity taste and strong flavour profiles, with a lot of people saying at the show that it’s not what they expected,” he said. “We like to say it’s a health drink that you can enjoy without having to hold your nose.”
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