Selfridges is stocking a new range of fruit juice drinks, which are said to take their inspiration from the South American Andes.
The range has been developed by Euro-Columbian start up company, JUNA, and offers three new flavours: Lulo, Guanábana and Mora; alongside Mango.
The drinks are targeted at both retail and food service sectors. According to JUNA, they deliver a genuinely unique taste experience appealing to the more cosmopolitan, health-conscious and adventurous UK consumer.
“JUNA is about going for the new, the exciting, the exotic – satisfying the human need for variety and discovery,” said JUNA co-founder, Christian Kaufholz.
“We want to break away from the same old tones of apple, orange or banana, which form the basis of close to all fruit drinks which dominate the shelves today. JUNA offers UK consumers something totally new.”
JUNA said it also looks to make a positive impact on the communities growing the fruits for its products, opening new markets for small farmers and their families in Colombia. For every bottle sold, 5p will go towards the JUNA Project, designed to strengthen fruit grower associations in remote areas of the country.
German-Colombian couple Kaufholz and Angela Arévalo founded JUNA in January 2010 and have spent three years developing the range and a supply chain from the farmer to the high street.
According to the duo, Colombia’s variety of exotic fruit has been the inspiration behind JUNA.
“Colombia’s fruits are in many ways like Colombia and its people: refreshing, colourful and yet to be discovered by the world,” said Arévalo.
JUNA drinks are already listed at selected independent eateries and food stores in Brighton and London including Birley’s Sandwiches locations across the City and Canary Wharf in London.
JUNA said its UK entry follows a successful launch in Germany last year.
JUNA means ‘parcel of land’ in Sáliba, one of over 60 native languages still spoken in Colombia today. For thousands of small farmers in Colombia their JUNA represents their home, their physical and spiritual link to nature and their primary source of subsistence and economic independence, said the company.
JUNA drinks are available in 250ml recyclable PET bottles with biodegradable labels. RRP is from £2.10.
JUNA drinks are 100% natural and do not contain any artificial flavours, colours or preservatives.