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Cawston Press launches three new vegetable & fruit drinks

Cawston Press launches three new vegetable & fruit drinks

16 Feb 2015

Cawston Press launches three new vegetable & fruit drinks

New blends take firm into the chiller for the first time

Following significant market growth in the vegetable juice market and the success of its own ‘Brilliant Beetroot’ blend, Cawston Press – now a £8m retail sales value brand – is launching three new vegetable and fruit drinks. The 750ml Tetra Pak cartons – ‘Sweet Greens’, ‘Sunshine Blend’ and ‘Radiant Roots’ – are going to be stocked in Tesco’s chilled cabinets, a retail first for the previously exclusively ambient brand. Further multiples and independent stores are planned.

As always with Cawston’s juices, the drinks contain nothing but pressed fruit and veg (Cawston never use concentrate) 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. Given how the juice market is developing, Cawston is expecting great things with these drinks. According to Nielsen Scantrack (52 wk 03.09.14) the volume of the pure and mixed vegetable juice category is up 6.6% YOY (16.5 million litres), while its value is now £27.2m, up an even more impressive 11.5%.

The distinctive recipes are inspired by juice bar culture and the fresh ingredients found in kitchen gardens. The balance of each flavour presented blending challenges – just finding the perfect mint for ‘Sweet Greens’ proved hard, as Cawston wanted to replicate the gentle ‘grassy freshness’ of mint from a garden, rather than the harsh mint used in chewing gum and chocolate.

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 & fruit juice, combining vibrant branding and exciting blends which capture the juice bar spirit in a convenient and accessible way. 2014 saw the business grow by over 60% and we’re confident these products will play a big part in recruiting new customers to our brand."

Ben Cutts, Business Development Manager, Tetra Pak North West Europe, said:

"As consumers continue to consider products with a differentiated nutritional value, we are delighted to be working with Cawston Press on these new vegetable and fruit blends. Our Tetra Prisma Aseptic 750ml cartons are perfect for storing at home in the fridge and are easy to pour for all ages, making them ideal for the whole family to enjoy."

 

Further information: Martin Ballantine/Abi Hopkins, Piracy Corporation, martin@piracycorporation.com / abi@piracycorporation.com / 01892 7703600.