Budgens is claiming to be first to market in the UK with US health sensation POM Wonderful.
The convenience store retailer said it had pipped both the multiples and the health store sector to the post in launching the 100 per cent pomegranate juice.
Budgens will be listing the juice in 24 of its London stores from April 6 and supporting the launch with instore sampling, posters and shelf barkers, all promoting the products health benefits.
The juice is widely believed to be a super antioxidant, with significantly higher levels than red wine, blueberry juice, green tea and cranberry juice.
Steve Carter, head of fresh buying at Budgens, said: “After only two years, POM Wonderful is leading the super premium juice category in the US, and we are confident of an equally strong performance here.”
The retailer will be launching the drink at a special price of £2.99 a bottle, for two weeks before moving to £3.29.
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