The £8m brand is bringing cartons of ‘Sweet Greens’, ‘Sunshine Blend’ and ‘Radiant Roots’ to the growing health juice market
Following significant market growth in the vegetable juice market and the success of its own ‘Brilliant Beetroot’ blend, Cawston Press is launching three new vegetable and fruit drinks.
The £8 million retail sales brand is bringing 750ml Tetrapak cartons of ‘Sweet Greens’, ‘Sunshine Blend’ and ‘Radiant Roots’ to the market.
They are initially going to be stocked in Tesco’s chilled cabinets, a retail first for the previously-exclusively ambient brand, with further multiples and independent stores planned.
The drinks contain nothing but pressed fruit and veg, and given how the juice market is growing, Cawston is expecting “great things” with these products.
According to Nielsen Scantrack (for the year ending 3 September, 2014), the volume of the pure and mixed vegetable juice category is up 6.6% year-on-year (16.5 million litres), while its value is now £27.2m, up by 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 and 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.”