Innovative fruit smoothie brand Coldpress is launching a value line in January to better compete with the lower price points of smoothie giant Innocent.
The value range will be available in cloudy apple juice made from Golden Delicious apples, and orange. The full range, including branded Pink Lady juice, Granny Smith juice and a variety of blends, is already available in UK retailers Tesco, Morrisons, Sainsbury’s, Ocado and the Co-operative as a premium offering.
Managing director Andrew Gibb said the London-headquartered firm is also looking to set up a second UK manufacturing base. It already has two sites in Spain, as well as one in the UK through a partnership with cider company Aspall who produces the brand’s English Apple drink.
The second UK site would either be in Wales, or as a second partnership with Aspall, Gibb added.
The company claims to be the first to use high pressure processing (HPP), rather than the traditional pasteurisationmethod of fruit smoothie production, and although Gibb said the process is still niche, he said the fact Innocent has now launched its own range using this method is a “tipping point” to generating awareness for future growth. HPP is said to retain more of the fruit’s nutritional value as the technique doesn’t rely on high temperatures.
Although the value line will aim to compete on price, Gibb said future growth will centre on efficient marketing rather than price. He added the company is also looking to secure a listing in top four retailer Asda in the new year.
Gibb was speaking at the Sial international food show in Paris, where the company was an exhibitor.
