Soft drinks brand Cawston Press is launching three flavours of a new chilled juice range – the company’s first departure from the ambient drinks sector.
Its new sweet greens-flavoured drink is a mix of apple, iceberg lettuce, pear and cucumber; sunshine blend combines apple, carrot, orange and celery root juice; while the radiant roots variety contains apple, carrot and beetroot, as well as further natural ingredients such as lemon, water and extracts.
Cawston Press said: “As always with Cawston’s juices, the drinks contain nothing but pressed fruit and veg… and all-natural ingredients. Each is free from any added sugar, sweeteners, preservatives or colourings and are carefully blended, then mixed with a little water, to boost their refreshment factor.”
John Mulvey, Cawston’s marketing manager, said: “There’s a clear trend towards healthier, natural drinks that these are well positioned to take advantage of. This has left consumers open to new drink concepts, including the re-appraisal of ingredients such as vegetables – which were previously seen as niche. We’ve re-imagined veg and fruit juice, combining vibrant branding and exciting blends which capture the juice bar spirit in a convenient and accessible way.”
It follows a period of what Cawston Press described as “significant market growth in the vegetable juice market” – more than 60% in 2014 – and it now accounts for £8m’s worth of retail sales. The company highlighted statistics from Nielsen Scantrack that showed year-on-year growth in the category was 6.6% (16.5m litres) and that the total value was £27.2m.
The 750ml cartons will be available at outlets of retailer Tesco for a price of £2.99.
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