B.fresh launches UK’s first plant based bircher bowls


Launched into WHSmith Travel from 30 September with an RRP of £3.00, the new Plant Based Bircher bowls can be enjoyed cold on the go or warmed in the microwave. Positioned to appeal to time poor, health conscious consumers, each breakfast is dairy free, gluten free, high in fibre and counts as one of your five-a-day, making for a nutrient dense meal. Boasting a list of health credentials which are particularly sought after by the millennial shopper (accounting for 23% of all breakfast consumers[i]), the bowls are also low in sugar and contain no sweeteners, preservatives or artificial additives.

B.fresh are currently the only UK farmers to use High Pressure Processing (HPP), a technique that ensures the nutrients and vitamins are locked into each bowl. Some ingredients are juiced within hours of being harvested, making for a real farm fresh product. The Berry Bircher combines oats with HPP cold-pressed apple, blackcurrant, blueberry, blackberry, carrot and beetroot juice as well as chicory root, while the Apple Bircher includes 62.7% apple juice and puree paired with spinach, kale and lemon juice, again including chicory root.

B.fresh managing director Philip Maddocks commented: “Breakfast to-go is back in growth with time poor, health conscious commuters and travellers, however the choices are lacking when it comes to options that cater to the free-from market, particularly dairy free, while also boasting bountiful health claims. Having already successfully launched a range of juices, smoothies and juice shots, this latest NPD presented the ideal opportunity to extend our innovation into a breakfast-to-go product.”

He continued: “We’re increasingly finding breakfast foods are consumed outside of the traditional time of the day, which is why we wanted to create a delicious, healthy snack product that can be enjoyed at other occasions throughout the day, as well as in the morning.”

The B.fresh story is one of proud farming heritage and innovation, with third generation farmer Philip Maddocks at the helm of the Shropshire based brand. Starting as a salad farmer and avid home juicer, Maddocks identified a gap in the market for British grown and produced cold-pressed natural drinks, leading to B.fresh being founded in 2014. The range is currently stocked in outlets including WHSmith Travel, Co-op, Ocado, Wasabi and Bidfood, as well as a range of farm shops and delis nationwide.

The B.fresh journey from juices, smoothies and protein shakes, to juice shots, fortified juice water and now bircher bowls is one which has begun to position the brand as a stand-out innovator in an increasingly crowded market place for plant-based products.