Coldpress takes another positive stride forward in March 2021 with the launch of its award-winning (World Innovation Awards) Cherry & Apple HPP juice with added benefits (750ml) in 270 Waitrose stores.
Although juice as a total category remains in a precarious state of freefall (-50.2%), with regular juices unable to shake off their ‘high sugar’ tag; harder working functional juices (HPP, added vitamins C, D…, immune system boosting recipes….) continue to buck the downward trend with Nielsen data highlighting that larger ‘home pack’ formats are enjoying significant growth on account of ‘working at home’ families reacquainting themselves with traditional, daily breakfast rituals.
Coldpress, UK’s first HPP mainstream juice/smoothie provider and the UK’s first juice/smoothie provider with added beneficial vitamins, has certainly faced some tough times in recent years. However, a new start-of-the-art Spanish production facility, new investment, superior recipes, export success and incremental growth within key accounts, (Nisa, Co-op, Waitrose) in conjunction with constant range improvements (the recent introduction of a planet-friendly/recyclable white cap) means that today’s Coldpress is perfectly placed to support millennials’ increasingly hectic lifestyles.
The Coldpress mission, according to founder, Andrew Gibb remains very much on track, “tackling the unnecessary demonisation of sugar by championing ‘permissible sugar intake,’ whilst providing a credible alternative to ‘Big Soda’ (Coca-Cola and PepsiCo-owned Innocent and Tropicana)”.
From day one Coldpress has focused diligently on democratising premium tier juice by producing harder-working juices at ‘everyday affordable’ price points.
Cherry Apple RSP £2.80 (750ml)