Fruit juice manufacturer James White Drinks has launched a new rhubarb refresher variant under its Great Uncle Cornelius brand.
The new beverage is a light pink pressed rhubarb juice, which is naturally sweetened with freshly pressed apple juice. Launched in many independent retailers and online from this month, the development is available in 75cl glass bottles with a recommended retail price of £2.70, as well as in 25cl glass bottles for the catering trade.
The label features a vintage portrait and the tagline “refreshingly fruity and special like my moustache”.
The variant complements the existing products in Great Uncle Cornelius range – including the lemon refresher and ginger refresher flavours – and was a logical next step for the company’s adult soft drinks offering.
James White Drinks managing director Lawrence Mallinson said: “I’m surprised rhubarb has been largely overlooked for juicing – it is so good for making crumbles and fools. It is naturally quite tart and needs a little sweetening with our favourite ingredient – freshly pressed apple juice. The lovely light pink colour makes it a wonderful visual treat as well as a delicious refresher.
“With Great Uncle Cornelius I have developed a range that will give discerning consumers a natural non-alcoholic drink that tastes unique and very grown up. Innovation in the adult drinks market seems to focus on already ‘trendy’ ingredients – often exotic ingredients like noni berries and matcha – but I wanted to push the boundaries and use a familiar British ingredient.”
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