Prune juice proves popular with major multiple listings

The popularity of prune juice could be on the rise with Benefit Drinks confirming a new listing for its CLEANSE 100% Prune Juice as Sainsbury’s adds it to 480 stores this month. It is the fourth major multiple to stock the health drink within the space of a year joining Tesco, Morrisons and Waitrose who are all fans. The Benefit Drinks brand was developed by family run Nottingham based Lovely Fodder Ltd in 2017 as an answer to health conscience consumers seeking all natural, great tasting products with additional health benefits.

Benefit founder Gavin Cox says: “We are really pleased with the success of Benefit Drinks and our CLEANSE 100% Prune variety in particular. We have always believed that prunes are one of the original “superfoods” and it looks like it might be catching on! We make our juice using the highest grade prunes from the Agen region in Bordeaux; they are high in natural antioxidants and vitamins and can aid with digestion and bone health.”

There are three juices in the Benefit Drinks range – beetroot, carrot and prune; given the names ‘Vitality’, ‘Enrich’ and ‘Cleanse’ respectively. The vegetable juices are enriched with a blend of vitamins A, C and E and provide 100% of the recommended intake in each 1 litre carton. Found in the ambient aisle, the driving force behind the development of Benefit Drinks was premium quality drinks vitamin enriched health drinks that also tasted good.

Benefit Drinks Prune Juice is stocked at Tesco, Sainsbury’s, Morrisons and Waitrose. The full Benefit Drinks range is available online at, as well as in store at Waitrose.

Benefit Drinks are available in cases of 12 x 1litre cartons (£22) RSP £2.75.