Cawston Press targets ambient functional drinks with new juice shots range

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Cawston Press is expanding into the growing functional beverage market with the launch of a new range of ambient juice shots, aiming to make daily wellness drinks more accessible beyond the chilled aisle.

The new Juice Shots range comprises two flavours – Fiery Ginger and Beetroot & Ginger – packaged in a 500ml recyclable carton containing seven daily servings. Designed to target health-conscious consumers and the breakfast occasion, the products will debut in Waitrose from 13 July before rolling out to Ocado and additional retailers.

Unlike the majority of juice shots currently merchandised in chilled cabinets, Cawston Press is positioning its latest launch within the ambient juice category, creating what it believes is a new opportunity for retailers to drive incremental sales.

Each recipe is made using 20% organic pressed Peruvian ginger juice alongside pressed fruit and vegetables, with no added sugar, sweeteners or concentrates.

The Fiery Ginger variant combines ginger with lemon and apple juice to temper the spice, while Beetroot & Ginger blends beetroot juice with organic ginger, apple and lemon for a sweeter, earthy profile.

Retailing at £4.99 per 500ml carton, the products are intended to offer consumers a week's supply of juice shots in a format designed to fit into a refrigerator door.

Steve Kearns, managing director of Cawston Press, said: "Consumer demand for functional juice shots has grown rapidly, but the category has developed largely in the chilled aisle. We see a significant opportunity to drive incremental growth in ambient. As the UK's number one not-from-concentrate ambient juice brand, we're bringing fresh energy and credibility to the category while making daily juice shots more accessible than many chilled alternatives."

The company added that the Beetroot & Ginger variant builds on the performance of its existing Brilliant Beetroot 1L juice, which has recorded 25% year-on-year value sales growth, according to Nielsen grocery data for the 52 weeks ending 13 June 2026.

The new Juice Shots range will be supported through paid social media campaigns, public relations activity and shopper marketing initiatives as the brand looks to establish a presence in the fast-growing functional beverage market.